THE IMPORTANCE OF DESTINATION BRANDING IN CREATING AN INVESTMENT ENVIRONMENT

This article explores destination branding's impact on investment environments, focusing on Uzbekistan's recent reforms. It emphasizes the importance of strategic branding in attracting investors, drawing from literature and case studies. It discusses how effective destination branding influences investment decisions, fosters economic growth, and cultivates a positive destination image. Strategies for tailored branding initiatives are outlined, emphasizing stakeholder engagement, targeted marketing, and reputation management. The article offers insights for policymakers and stakeholders aiming to leverage destination branding for economic development.