‘Brand Pakistan’ a must for growth

LAHORE: Branding Pakistan is more important than branding a product by businesses. This is because a company image cannot be better than the image of the country. This will require some effort as we do not have a global brand even in business.

Just as a branded product gives confidence to the consumer on its use, so does branding a country attract other countries and their citizens to visit, do business and invest in a well branded state. Creating a brand is a very skilled job. You market the shirt made from the same fabric and almost the same technique, but it is the way you promote your brand that fetches a four to five times higher price than the non-branded shirt of the same quality.

The difference in price is because of the confidence that the brand maker has instilled among the consumers. They are confident that they are buying a product that will live up to its reputation. They do not have the same confidence about the quality of a similar product depicting same fineness and feel.

 A nation’s brand affects its economy — it matters what others think about us. Our actions, visible on a global scale, have economic consequences far beyond the direct cost of those actions. In the same way countries with good perception and good image attract tourists, investors and buyers for its product. A nation’s brand has profound impact on its economy.

Events in a country are visible at the global scale and have economic costs far higher than the positive or negative cost of those events. Dubai is not rich in resources but its rulers are rich in ideas. They have marketed this tiny state so prudently that it is the hub of all sea bound goods of the region. The mother ships unload cargo for a dozen countries in Dubai from where it is shipped to regional countries in smaller cargo vessels.

It is also the hub for air travellers around the globe. Smaller planes bring in passengers from Manila, Bangkok, Karachi, Lahore, Mumbai, New Delhi, Madras, Dhaka and various other points. These passengers are then shifted in larger planes to various destinations in different continents. The brand Dubai was achieved after strenuous efforts and proper planning. There are no security problems in the small state of UAE. Corruption is minimal, hotels are well maintained. It has the world’s tallest building and much more. 

Brand of a country is developed through perceptions that are spread all around. For instance when one observes a stylish product, Italy’s name comes to mind, when someone talks about Turkey it’s amazing coasts come to mind and Brazil is known for its friendly people. In case of India, businessmen still think that doing business in India is very complicated.

Unfortunately, when someone talks about Pakistan the label terrorism is the first thought that comes to mind. We all know that 98 percent of the people of Pakistan are peace loving and friendly but the acts of two percent have tarnished our image. We have been sitting idle, not refuting the charge and showing our softer side to the world.

Pakistan is a resource rich country. It has rivers, five of the highest mountain peaks in the world, plains, deserts, hill stations, sea and long beaches. It is one of the few countries where people enjoy all four seasons. It is a textile hub. It has one of the largest salt mine.

Pakistan is a very resilient nation that has always surprised the world by sailing out of one crisis after other. In fact, the Financial Times in 2010 carried an article titled Pakistan a state that refuses to fail.

We cannot blame our government only for this one sided negative perception. Our businesses, particularly trade associations, politicians, civil society bureaucracy, sportsman and media have all failed to highlight the positives of Pakistan.

As a nation perceived as extremists, we must show our tolerant side to the world particularly when visiting abroad. Inside the country we will have to stand up against sectarian-ethnic excesses.

We have to protect our minorities against tyrants. We should ensure peace in our country to attract more business, trade, export, investment and tourism.

It is the culture, heritage, entrepreneurship, cultural influence, power and quality of life that improve the perception of a country. In the best countries, Germany, Canada, United Kingdom and United States are perceived as best by US News analysis out of 60 economies. Pakistan is at 56 and India 22.