International Protection of Brands and Trademarks: Opportunities for Uzbek Entrepreneurs

By Mokhinur Bakhromova, Professor of Law, Lecturer at the Department of Intellectual Property Law, Tashkent State University of Law

In today’s interconnected economy, the global intellectual property (IP) landscape is undergoing rapid transformation. For Uzbek entrepreneurs, this presents both significant opportunities and pressing challenges. While local brands are gaining strength, international competition requires businesses to elevate their understanding of how brand value is built, preserved, and expanded across borders. Trademark protection is central to this process, as it creates a legal foundation for commercial recognition and shields businesses against counterfeiting, unfair competition, and brand dilution.

Globally, the trademark system has become a powerful driver of international trade. According to WIPO’s latest statistics, over 12.5 million trademark applications were filed worldwide in 2023, highlighting the intensity of competition. In regions such as the European Union, the Madrid Protocol, and the United States Patent and Trademark Office (USPTO), filings are increasingly dominated by emerging market players who recognize that IP protection is not just a legal formality, but a cornerstone of long-term business strategy. For Uzbekistan, which officially joined the Madrid System for the International Registration of Marks in 2006, this framework offers an efficient pathway for securing protection in over 130 member states through a single application. Yet, statistics show that Uzbek entrepreneurs are still underutilizing this mechanism compared to competitors from neighboring Kazakhstan or Turkey, where businesses have more aggressively expanded their IP portfolios abroad.

The growing brand value of Uzbekistan’s economy cannot be understated. A 26% increase in the country’s nation brand value in 2025 demonstrates that foreign investors and trade partners increasingly associate Uzbekistan with reliability, reform, and openness to innovation. This is a crucial moment: if entrepreneurs seize the opportunity to align their trademarks with international standards, they can ride this wave of growing trust and visibility. It is worth noting that several Uzbek brands are now recognized not only domestically but also in regional markets. Companies like Artel and UzAuto Motors have begun to carve out recognition across the CIS, while newer players in fintech and digital platforms are targeting South Asia and the Middle East. These expansions, however, demand more robust IP strategies to prevent conflicts with pre-existing brands and to establish clear ownership in diverse jurisdictions.

The economic risks of neglecting international trademark registration are significant. Counterfeit products, particularly in fashion, pharmaceuticals, and consumer goods, cost global companies billions of dollars each year. For small and medium-sized Uzbek enterprises, even a single infringement case abroad could result in loss of market entry, reputational damage, and lengthy litigation. For instance, a local textile company exporting to Turkey or Europe might find its designs replicated or trademark preemptively registered by competitors if it fails to secure protection in advance. Such cases are not hypothetical—they have been documented across many developing economies where businesses underestimated the importance of early filing.

Furthermore, the digital economy adds a new layer of complexity. E-commerce platforms such as Amazon, Alibaba, and Wildberries now serve as gateways for Uzbek goods into global markets. Yet, these platforms enforce strict trademark ownership rules. Without registered trademarks, businesses risk takedown of their listings or exclusion from sales channels. As digital exports grow—particularly in software, fashion, and consumer electronics—Uzbek entrepreneurs must recognize that trademark certificates are not simply legal documents; they are tickets to global marketplaces.

From a policy perspective, Uzbekistan has made commendable progress. Legislative reforms in recent years have introduced stronger administrative fines, simplified registration procedures, and improved transparency. The Intellectual Property Agency of Uzbekistan has also begun adopting digital tools to accelerate trademark processing, reducing bureaucratic barriers. However, more work remains. International enforcement is still weak, and many entrepreneurs lack access to affordable legal guidance on cross-border IP disputes. Collaboration with international organizations such as WIPO and regional IP offices will be critical to ensuring that Uzbek businesses can assert their rights abroad effectively.

Education is another pillar. For Uzbekistan to fully realize the benefits of IP protection, future generations of entrepreneurs and lawyers must be trained to integrate branding and legal strategies. Universities, research centers, and professional associations should establish specialized programs on international IP law, case studies on successful brand expansion, and workshops for startups. This knowledge transfer will prevent costly mistakes and encourage businesses to view IP as a core part of their growth model.

Finally, the state can play an enabling role by offering subsidies for international filings, tax incentives for IP-intensive industries, and partnerships with foreign IP law firms. Many countries, including South Korea and Singapore, have achieved remarkable success by subsidizing the IP activities of their SMEs, recognizing that innovation and branding are national assets. Uzbekistan could adopt similar measures, creating a favorable ecosystem where even small entrepreneurs have the tools to compete globally.

In conclusion, the international protection of brands and trademarks is not merely a legal concern—it is a national strategy for economic growth. Uzbekistan stands at a decisive point: domestic interest in IP is rising, brand value is improving, and global integration is accelerating. The entrepreneurs who take bold steps now—filing internationally, enforcing their rights, and investing in strong branding—will not only safeguard their businesses but also contribute to building Uzbekistan’s global economic identity. A strong portfolio of internationally protected trademarks will ensure that the phrase “Made in Uzbekistan” carries weight, prestige, and enduring trust in markets across the world.