Brands

In current usage, “brand” means the perception people have about a product. It’s been interesting to see both what trademarks and brand name products are available here, with or without the knowledge of their parent companies, and what the brands of different countries are here in Tajikistan. When people think of country X, what comes to mind?

For example, as in the U.S., Switzerland is associated with high-quality watches:

near Rudaki

The U.K. is associated with soccer:

on-line sports betting

Europe in general seem to be associated with fashion:

near Rudaki

TSUM, near Rudaki

The fashion-related brand connected with an American name is more informal:

near Sadbargh

(Lee got a pair of jeans here. The store is similar to a smaller version of Old Navy. It’s actually a Turkish company.)

There are Adidas and Reebok stores here, but there is also a Chinese athletic apparel company:

near Rudaki

Besides clothes, there are also American-related references when it comes to food, some with more trademark protection than others:

in Dushanbe sports complex

 The upside-down M is actually the shape of the "sh" letter in cyrillic, so the sign above reads "Shawrma."

on Rudaki

ad at Nawruz, in Ashan shopping center

There are lots of coke ads, but RC cola is more widely available:

U.S. "brands" are chosen to appeal to children:

In Ashan shopping center

Understandably, entertainment is a big part of the American brand here:

The new "Pirates" movie showing in Dushanbe in May

And sometimes food and entertainment together:

Ice cream kiosk

"Minions" kids playground on Rudaki

Besides Universal’s Minions, Dushanbe also has children’s indoor playgrounds with the themes of Disney’s Aladdin and Tristar’s Jumanji, 

Brands can be quite multinational, e.g., Lay’s potato chips and Lionel Messi

Sometimes Americans are surprised which aspect of U.S. life an international brand has selected as its representative, e.g., this Polish energy drink company:

 

Another very sad association with America is evident from this flyer for an event at a bar:

Flyer posted on Rudaki Blvd

I hope that during our time here we’ve been able to help at least a few people in Tajikistan associate the U.S. with something more than fashion, food, entertainment, and dubious morals.