BRANDING

Ê Branding turns a generic product into an entity with

a name and with attributes, which can evoke
associations and feelings, and which has a distinct
personality.
Ê What makes a brand?
Ê The S.M. David model also known as the brand
picture:
Brand Purchase Decision Brand Contract

Brand Picture

Brand Image

Brand Association Brand Persona

BRANDING STATES
Ê How does it differ from conventional branding?
Ê Think of country as a product!
Ê A country involves a number of opportunities and
services, such as tourism or software production,
and these form as the underlining attributes of the
country packaged as a product.
Ê A country can act as the Umbrella Brand for its
subsidiary industries or products, such as tourism or
factory sites.
BRANDING PAKISTAN
Ê Pakistan today---its current political, economical and
geographical situation.
Ê Potential and benefits of branding Pakistan
The world perception of Pakistani Muslims
Patriotism, pride and drive of Pakistanis themselves
Training of local media in tasks of positive propaganda and
positive imaging
Tourism industry of the country
Incoming foreign business
A direct effect of Brand Contract maintenance: Infrastructure
improvement
Reduction of brain drain and social community well-being
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ÊLaw and Order

ÊCultural Diversity ÊOver population
ÊRich Heritage and ÊReligious ÊTechnology and IT ÊIncreased
History extremism ÊOutsourcing Indianization and
ÊVisual Arts, ÊCorruption ÊTelecom industry Americanization of
Fashion, Music and ÊFeudalism ÊTourism and cultural value
Creative Arts. ÊExtremism and Other industries. ÊWar on Terror and
ÊGradual Taliban seeping in ÊProfessional, Extremism
empowerment of from NWFP technically able ÊTaliban and Al
women ÊInfrastructure and English Quaida
ÊA large young lacking in major speaking work ÊNegative Media
population. cities. force. propaganda
ÊStrategic geo- ÊLack of Industrial, ÊBridge between ÊAggressive
political position Tourism and Muslim World and neighbors
Ê Beautiful physical Economic the West. ÊDrugs and Gun
landscape. infrastructure and ÊBridge into CAR. culture
ÊExceptional planning ÊPort of Gwadar. ÊFascism
Agriculture ÊEducation ÊArts and the
capabilities and ÊViolence on Media.
crops such as rice. women and
minorities
AREAS OF IMPROVEMENT
Ê Creating Systems, Processes and improving
Institutions
Ê Human Resource Management needs to be
improved
Ê Improving the Educational Backbone
Ê Core infrastructure must be improved
CONCLUSIONS
Ê The relevant stakeholders to initiate the process of infrastructure
development and subsequently the Branding Pakistan campaign.

Ê Brand India and various other countries have used Branding successfully,
and it would be about time that we go about to develop the Brand
Pakistan so that we do not fall behind and are able to be competitive in
the world environment.

Ê There is a huge need to improve the country͛s image and infrastructure,

and the branding initiative would go about towards achieving this aim.

Ê There is a massive need for Pakistan to be able to fight the negative

propaganda perpetuated against it, and the Branding initiative would be a
great step towards doing the said.

Ê Finally, Branding Pakistan would be a great step towards the development

of the country͛s Natural, Physical, Economic and Intellectual Assets; and
for instilling pride in a country struggling for recovering its identity.
 REFERENCES
Article ͞Branding Pakistan͟ was
retrieved from AOPP website:
Association of Pakistani Professionals,
written by Mr. Umair Naeem
(an MBA from IBA Karachi) in 2006.

De-branding Pakistan,
The Dawn Magazine, Feb 18, 2007.
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