The Word of mAn[S]o0r: Branding Pakistan

The Association of Pakistani Professionals recently organized a Brand Pakistan Conference at Asia Society and Museum in New York City on June 3rd 2006.

This is the type of events we, as a nation, need most if we ever are to prosper and emerge on the world map as something more than just a terrorist-breeding nation. Brand power holds tremendous appeal and its not just products which can benefit by it, but rather any/everything! Even cities, counties, provices and states are being branded in some form or the other to appeal to prospective customers/tourists. Pakistan needs an uplift and im glad someones there to provide it.

The conference also published a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis (available on their website) as well as recommendations which i think every pakistani dedicated to his/her country should read and try to implement in their own little way.

Below are some passages from the website about the background and objectives of the conference.

BACKGROUND
From a media perspective, Pakistan continues to struggle with negative brand perceptions that inhibit its growth potential. Dr Ishrat Hussain, ex-Governor of the State Bank of Pakistan, summed up this problem as follows
"At the moment, there is no brand called ‘Pakistan’. What we do have are disjointed, largely negative, fragments of our country’s attributes, which form the basis for the world’s judgment…these negative images are—unfortunately—ingrained in our own minds as well, hence making our task all that much more difficult. Recent geo-political and terrorist events have rendered this image all the more vulnerable. But in conducting a SWOT analysis, we should take this geo-political baggage as a given and work around it, rather than continue to wade in areas of controversy. Successful marketing is a function of how well the strengths are used and built on. It is important for us to be aware of our weaknesses and the threats, but even more important to channel our strengths towards seizing the opportunities."

OBJECTIVES
This event addresses the reality of a non-existent or negative brand image for Pakistan as well as aims to start the development of a new positive brand image. During this event, we will (a) discuss the current perceptions and brand issues that Pakistan struggles with, (b) identify attributes that can help shape a positive brand image, and (c) brainstorm implementation program that will recognize the need for collective and sustained effort.