Pakistan can produce world-class textiles, surgical instruments, sports goods and even FIFA World Cup footballs, but foreign brands often take the credit and much of the value, Planning Minister Ahsan Iqbal said on Tuesday.
Speaking at a national branding conference in Islamabad, Iqbal called for a major shift in how Pakistan sells itself to the world, saying the country needs to build internationally recognized Pakistani brands instead of remaining a manufacturer for foreign companies.
He pointed to Pakistan’s export performance as a major concern. While Pakistan’s exports have remained around $40 billion since 1990, Vietnam’s exports have grown to roughly $475 billion, he said.
The minister argued that Pakistan needs to move away from low-value commodity exports and focus on differentiated products that carry a strong Pakistani identity in international markets.
The government is now looking at seven areas to build that identity.
Under its “Nation Brand Lens,” Pakistan’s branding strategy will focus on Culture, Exports, Governance, Diplomacy and Defence, Entertainment, Tourism and Sports.
The idea is to bring these areas together under one broader national brand instead of promoting Pakistan’s products, culture and tourism separately.
The National Center for Brand Development (NCBD), established under the Ministry of Planning, will lead the effort. It will work with local industries to help them move from domestic markets toward direct exports and develop a stronger “Made in Pakistan” identity.
The minister said Pakistan already has the ability to produce products that compete internationally. The challenge, he said, is making sure the Pakistani name travels with those products.
The government also wants the initiative to improve Pakistan’s global image, increase demand for local products and help businesses develop internationally recognized brands.
The roundtable in Islamabad brought together experts and stakeholders to discuss Pakistan’s proposed Country Brand Framework, global slogan, brand measurement and policies for improving the country’s international image.
The post Pakistan Needs Its Own Global Brand: Ahsan Iqbal appeared first on ProPakistani.