BRANDING PAKISTAN

Pakistan is a country that is on the front of post 9/11 US led war on terror.
Pakistanis today suffer from a psychological setback whereby the balance of

the society stands severely shaken

A country that was formed with a dream to be a place where tolerance and
patience would be the hallmark, where prosperity and stability would prevail
and where security and self-esteem would be looked after, is now marked
with internal conflict, social insecurity and political instability.

Current brand position:

A good product but a very poor brand.

Surviving in a world surrounded by terrorist threats
Unstable political system
Major leadership crisis
Law and order situation
High corruption level
Perception as a dishonest nation
Role of local media

Current scenario:

The war on terror has changed Pakistan from a country under severe US
sanctions and military restrictions to one of the largest beneficiaries of US

military assistance in the world.

Pakistan receives billions of dollars that get directly invested into projects,
however, the impact of this financing is not very clear. The public at large

eyes them with mistrust and skepticism.

Incomplete or flawed communication that revolves in various circles of the

society.
The negatives overshadow the positives and the net effect is a highly
doubtful society that does not believe any good can be brought about.

Unique selling proposition of Pakistan:

Pakistan is an investor friendly nation.

Pakistan is a well-recognized name when it comes to the Sports Industry
The largest mosque is Shah Faisal Mosque, near Islamabad, Pakistan.
Pakistan has the largest volunteer ambulance organization.
Pakistan has the world's 1st largest salt mine in Khewra.

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Pakistan has the world's 2nd Largest Coal Reserves.

Pakistan has the world's 3rd largest gas reserves.
Pakistan is the world's 4th largest cotton producer, third largest cotton

consumer, second largest importer and with fourth largest cotton area.
Pakistan has the World's 5th largest copper & gold reserves.
Pakistan has the world's 5th largest army.
Pakistan is the World's 5th largest milk producer, 11th largest wheat producer

and World's 12th largest rice producer

Pakistan also has the honor of producing the Youngest civil judge.
Pakistan has recently (2009) been ranked the 4th heaviest SMS user country

in Asia Pacific.
Contrary to the popular misconception of being as a terrorist state, Pakistan
leads in the list of the 10 main contributors to UN peacekeeping

Opportunity in Pakistan:

Pakistan symbolizes the land of pure, the rich Indus valley civilization, the
historical excavations of Taxila, Harapa, Mohenjo- Daro speaks volume about
the rich cultural heritage. Pakistan is a symbol of diversity with respect to its

diverse culture, climate, languages and geographical terrain.

Agriculture is the backbone of the countrys economy with a network of
canals irrigating a major part of its cultivated land; Pakistan is home to the
10th largest labor force in the world. Investment opportunities are available
in Agriculture sector, fertile agricultural land is on hand in public and private
sector in all four provinces for corporate farming. Wide tracts of waste land
are available for conversion into fertile land by using modern technology

equipment and further it can be developed for growth of agriculture.

Investor confidence and participation in the stock exchange is a positive
trend for the future. Demand for generic FMCGs has been growing, and it is
widely believed that there is pent- up demand for recognized brand names as

well.
Due to rapid growth in demand in engineering sector in home appliances
sector has reached a level where manufacturing components has become

viable for the country.

The real estate industry plays a big role in activating a lot of other industries
and creating jobs in an economy that has suffered immensely. With real

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estate gurus like Malik Riaz and the Bahria Town projects, the real estate

market has seen a totally different scenario.

Opportunities are available for the establishment of industry to produce
instruments from plastics and other synthetic materials. Due to increased
energy crisis affecting both industry and household consumption, fair
opportunities are available in energy sector for foreign investors and local

corporate to cope with the increasing electricity demand.

Pakistan is home to many precious gemstones and some of the worlds most
valuable emeralds. With US investment in this sector, technology transfer
would improve mining efficiency and craftsmanship, refining and cutting of

gemstones and provide new opportunities for the investors.

Entertainment industry in any of its kind; advertising agencies, music,
cinema, television, radio, theatre it has financial potential as well as social
implications to grow.

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