Danish Work for Brands:- Quest 2,3,5 Q 1:- Is there a need to Brand Pakistan?

Ans:- If you ever try searching Google for images of Pakistan, Youll be hard-pressed to find any pictures that depict the progressive and modern aspects of our country. Try typing Pakistan progress, Pakistan modern or Pakistan cafes in the search bar, and chances are there will be no results. But if you just type in the word Pakistan, youll be flooded by a collection of frightening pictures kids holding guns, bomb blasts and violence will inundate your computer screen. When will the world see Pakistan from all angles the good, the bad and everything else in between? Only way we can get people to expand their vision of Pakistan is by Experiencing it first hand and that Is only possible when people from across the world come here and visit it and that is done only by promoting and BRANDING PAKISTAN in such a way that it promotes Tourism and the Soft image of this country which in reality is the true depiction of the society here. People think Pakistan is full of bearded men who run around brandishing swords. Pakistan really isnt marketed properly. This place is really nice. Its clean, youve got cafs and places to relax, you can walk on the streets with ease, but people out there in the rest of the world dont know that. If you Google travel Pakistan, or Pakistan travel, "you get loads of travel warnings and advisories followed by a couple of international travel websites like Lonely Planet and Virtual Tourist that give you a brief insight into Pakistan and then it degenerates from there. There is not one solid travel website on Pakistan; no, not even the official tourism website done by Pak government. Actually, what you notice is the lack of any real information on Pakistan, and what stuff there is mostly all negative. Pakistan is not exactly the same as it looks like to outsiders. The people of Pakistan are living a peaceful life. The ill-perceived image of Pakistan is mostly due to lack of inter-state and interpeople communication. Although Pakistan ranks high in media reporting but thats mainly very negative. According to the latest poll the poll has been held every year since 2005 while positive perceptions of 13 of the 16 countries increased from last year, Pakistan was among only three countries about which negative perceptions showed a marked upswing.

Overall, negative perceptions about Pakistan registered an average increase of five percentage points, making it the second most negatively viewed country of the 16 countries and the EU, just behind Iran. An average of 56 per cent of the global population surveyed (in 27 countries on all

continents) feel mainly negatively about Pakistans influence in the world, which puts it, remarkably, slightly worse than North Korea, about which an average of 55 per cent had bad feelings. An average of 17 per cent of the global population surveyed having mainly positive views about Pakistan, it was worse placed than even Israel, which had an average of 21 per cent having mainly positive views about it. Of the countries surveyed, only Turkey had an overall positive image of Pakistan (56 per cent positive, 28 per cent negative). The rising tide of Islam phobia and the bias of the western media which shapes it. Or it may be a foolishly patriotic one by claiming we dont care what the world thinks of us and simply ignoring the results as irrelevant. Despite all the claims of Islamophobia, bias and international meddling in our affairs, there is nothing that stops Pakistans military and civilian establishment from doing what they should be doing for the countrys interests in the first place. People buy brands, not products. That is the age-old, established fact supported by extensive research that every marketer worth his or her salt would always stand by. The interesting thing is that these days, development and pursuance of a successful brand strategy is no longer the sole domain of corporate entities alone, but has seen a cross-over to politics and Governments also. Indeed, many Government now endeavor to transform themselves and operate as corporate entities. Malaysia Inc. is one example. So branding is the key to success. Having said that, the marketers in this audience will vouch that branding is an extremely difficult, specialized job that often entails juggling with science and art and grappling with nebulous ideas for concrete objectives. So we see in the cola wars for example, that some people prefer Coke to Pepsi not simply because of the difference in how they taste, but because of certain mental associations they have with that taste. The principal challenge that we thus face as a nation is to develop these mental associations that would ultimately lead towards the development of a brand called Pakistan. At the moment, there is no brand called Pakistan. What we do have are disjointed, largely negative, fragments of our countrys attributes, which form the basis for the worlds judgment. I must hasten to add here that these negative images areunfortunatelyingrained 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.

Question:-2 What are the Image Perceptions Pakistan is Currently Facing both within the country and Abroad? Ans:- 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. The negatives overshadow the positives and the net effect is a highly doubtful society that does not believe any good can be brought about. Pakistan today is being labeled as a "failed", "intolerant" and "unstable" State. Pakistanis today suffer from a lack of society/collective (self)esteem. Wherever you look you see everyone writing ourselves off. Pakistan, and Osama Bin Ladens death has galvanized a global audience as well. Our massive military, world renowned intelligence agency is receiving all the wrong type of attention. Export orders are being cancelled and visits by foreign delegations postponed. Members of the public in the UK and the US are openly calling for cutting off aid and financial support to Pakistan. Jon Stewart on the left and tea party evangelists on the right are both ripping into Pakistan. In a world shaped by popular perception, Pakistans perception, long tied to its security apparatus is plummeting. This is not just coincidence, but deliberate design. For years, our military might and rent-anarmy utility has been the principle selling point for a global audience. A cursory glance at any of the statements attributed to political leaders in France, the US or the UK state something along the following: We must remain engaged with Pakistan, not because she has been wronged by the events of the May 2, but because the costs of disengaging with Pakistan are too high. Diplomatically put, we have become the worlds lesser of two evils. For critics we are the evil that needs to be dealt with. We can either become the country where the worlds most wanted man was killed; whose military and intelligence agencies double-crossed their own allies, where thousands poured out on the streets to honour the memory of a terrorist leader, while the very same people remained silent when their own political leaders were murdered. Or, we could become the nation which tackled extremism and terrorism head on, despite insurmountable challenges, the nation that increased enrolment in schools despite the pessimism surrounding it, the nation that improved its healthcare and finally the nation that moved from a system where the corrupt ruled, to some semblance of public service and good governance.

It is generally assumed that Pakistan is confronting with a lot of problems such as political disharmony, leadership crisis, security risks, economic crisis and above all its distorted image.The negative perception about Pakistans image is increasing in the international arena instead of trying earnestly to project positive and soft aspects of Pakistani nation. In aftermath of 9/11, the image of Pakistan has blacklisted and coupled with the term Terrorism. Pakistan is blamed for harboring Al-Qaeda terrorists, tension with India, the training of fighters in Afghanistan and for exporting nuclear technology in international market. The common perception in America that Muslims are fundamentalist and terrorists, which is due to the ignorance about Islam and the Muslims by American. He further stated that a common American knows only about the Osama-a terrorist, they do not know about the Islam and Islamic scholars. The international media is playing a role of a catalyst that fasten the process of creating negative portrayal of Pakistan in worldwide, due to this negative impression one can blame Pakistan easily. The image of Pakistan is highly affected by international media after 9/11 although Since 9/11the results of the study are more often covered neutrally than unfavorably and more often framed as a foe than a friend, because of the writers, which belongs to the different cultures. Their dough rises from their region, in other words. They are forced by their orthodox beliefs. Which are already exists inside them. Obviously when they want to write something, the negative impression about Pakistan comes first in their minds and they dont have a soft corner for Pakistan. Most of the negative words and impression used by those writers for Pakistan are Distrusted place, Attackers came from next door-Pakistan, International migraine, The most dangerous country in the world, Launch pad for militants, Islamic fundamentalist state. And specific words for Muslims are dire people, Cynical handlers, Illiterate fanatics, Extremist group, Islamic warrior force, Fundamental guerrillas, Brutality of Muslims. The frequent use of such polarizing language in the articles examined suggests a stereotypical mindset. The negative image of Pakistan is hurting its people and businesses; life for the poor is becoming increasingly difficult due to shortages of electricity, natural gas and food staples. What could the corporate sector do to create a positive balance in the way Pakistan is viewed by the international community? Faced with the worst perception crisis in its 64-year history, Pakistan continues to make negative headlines around the world. The ongoing political turmoil and suicide bombings are largely responsible for the situation, but another major reason is the lack of any concerted efforts by the government, the civil society and the big corporations to improve the image and perception of the country. Local and international businessmen and economists say that if the current atmosphere of uncertainty and unrest continues, Pakistans economy could suffer more losses.

The double digit rate of inflation could swell further and life could become more difficult for over 70 million people of Pakistan who live on less than $2 a day. Pakistan as a brand has been tainted. Its increasing negative perception as a country that breeds extremism could make it even harder for Pakistani companies to market and export their products, while the poor people of Pakistan could become more vulnerable to extremist forces. This does not augur well for Pakistanis and Pakistan and could further alienate the country from the rest of the world, especially in the absence of any positive image and perception management campaigns by the public and the private sector. Immense Potential Pakistan has immense potential for the development of a wide range of new businesses. Pakistan has been a provider of software and call centre services, while its major industrial centres such as Karachi, Lahore, Sialkot, Faisalabad and Gujranwala are exporting a diverse range of products including textiles, surgical instruments, sports goods, food items and other accessories to top international markets. Perception management campaigns to send out positive messages and highlight the opportunities are necessary for restoring the confidence of foreign investors. Pakistan is rich in art and culture, with several diverse ethnic communities living together. But the fact is that news travels fast and bad news travels faster, and for the media if it bleeds it leads. The situation, therefore, calls for immediate action from the corporate sector to work on improving Pakistans perception. Exports of Pakistani goods and services could see a positive upward trend and many new partnership and joint venture opportunities could emerge out of proactive perception management campaigns highlighting the real potential of Pakistan and its 180 million people. The multinational and national corporations have been making hefty profits year after year. Those who have completed their journey from brokers to barons in record time continue believe in the strong fundamentals and lucrative returns on offer at Pakistans stock markets. However, this could only be sustained if Pakistan remains stable. A positive image of Pakistan, endorsed and promoted by international brands and multinationals would certainly breed confidence among international and regional investors and public. Proper allocation and use of resources could improve things in a step-by-step manner. If common sense prevails in the corridors of power, and decisions are made in the national interest of Pakistan rather than personal gains of a few individuals, Pakistan shall rise above all challenges to become a progressive and prosperous nation.

Question 3:- Who do you think should be the "custodian of BRAND PAKISTAN"? Ans:- Every single Pakistani Individual whether living inside or abroad is responsible and the actual Custodian of "Brand PAKISTAN" image in the global arena. Every one of us is our respective capacity are the ambassadors of our country and whatever we do and achieve is associated directly with the Image of Pakistan around the world. It gets more crucial for people going outside the country so they carry and extra burden of Representing Pakistan at each Level from which the people from outside world can associate Pakistan its culture and Its people with. Brand Pakistan Project:After the true success of INCREDIBLE INDIA Project by our arch rivals government of Pakistan felt that they need to improve the overall image of Pakistan in order to attract more investors, tourists and visitors into the country. There has been a sharp decline in the number of Tourist coming to Pakistan after 9/11 and islamophobia and Pakistanis as Terrorists image has been the chief cause of it. Chief Custodian:The High officials of the Government ,its ministries specially foreign Affairs and tourism Ministry are the actual custodians of building Pakistan brand to the outside world. Trade development Associations and PAKISTAN TOURISM Development Corporation both at Federal and Provincial level Chapters are the ones looking after the initiating different projects and programs to attract visitors and investors to Pakistan by giving them different assurances. Sports Stars and Celebrities:Pakistani Cricketers which are very famous even in other parts of the cricket loving nations are the ones responsible for carrying Pakistan's image to other parts of the world whenever they go and play cricket. This is directly related to their performance and the over all conduct they have while visiting other countries. Pop Stars, Actors, and Singers which go on Exchange programs to promote local Pakistani Culture and other associations are responsible for it soft image to the outside world. These are actually five progressive steps:What does positive mean? Generally, positive is anything that lends hope. Some think it means strictly happy to the point of including falsely cheerful. My definition is that positive is something that can be built upon. Right now, it can be half-built, even broken. But its positive if something can be made out of it with effort. Simple! 1. What is positive in Pakistan? This requires an active identification and location of subjects. When Pakistanis look around with the latter definition, we will find more positives than we could see under the previous definitions. Lets try a few examples:

Tourism is a positive area; there are so many unexplored territories in Pakistan that its a great place for travelers fatigued by crowded popular destinations. Agriculture is a positive area; there is such great demand for food and efficient delivery that a variety of businesses (seed banks, farmer training, storage, trucking, grocery delivery service) can be built out of it! (Then we march into the direction of building that thing, while creating a positive aura about it!) 2. What is the image of that positive thing? This step requires investigation of facts. Knowing the truth of the matter. Then understanding whats the image at the moment. Without hiding (from) truth. The subject can be positive, but the image can be negative if our definition is not. Is an empty piece of land an area to build something upon? Or is it vacant? 3. How to create a positive image? Creative industry kicks into gear here. This is where visualizes and journalists shine. Where motivators work. Where good thoughts are thought unapologetic, youthful, and enthusiastic! In Pakistan, our creative industry needs to think fresh and find new positive subjects (see above). Rehashing others believes often truthless is one problem with information that floats around in our country so lets find our own subjects! 4. How to project that image? This is where communication and marketing techniques come in. We can only communicate what we have, and we have to know what we have. Answering this question first reverses the pyramid; so its critical to go through the sequence above. One thing that we can do even as individuals is to post any positive news or idea about Pakistan that we can think of on the Internet, and share it via email with friends in Pakistan and abroad. Thats how the biggest news network also pick news, so dont underestimate the power!

Every message has a credibility factor. So far, our efforts at improving our national image and at creating a brand called Pakistan have been driven by the Government. Given that the Government itself has been a part of the problem, this create s obvious hurdles for the development of a positive brand image. So we must think out of the box and come up with alternative strategies. The successful businessmen and women, thought leaders, entrepreneurs and the distinguished elite of our societyas the Marketing Agents. This is not to suggest that the Government must shirk from its responsibilities, for in the current scenario where Economic Diplomacy is fast replacing traditional diplomacy, the Government has a new role to play. The image and the development of Pakistan as a successful, positive brand must come from all of us. As Ambassadors of Goodwill, the business community needs to forge close links with trade bodies and association; our thought leaders must become more active in international think tanks and academic circles and our media must adopt a more positive approach towards our own people. We must get out of this inward looking syndrome and open

our minds to all that is happening around us. It is time to not only work hard, but also think smart. Marketing is divided into four areas; the Product, the Pricing, the Promotion and the Place. We have touched upon these four in a limited way, but I would like to add two other Ps here: People and Positioning. One cannot succeed with generic strategies and say for example that Be Pakistani, Buy Pakistani or East West Pakistan Is The Best. We need to be more targeted, more focused and aim for particular niches in the economic and political markets. The clarity of our positioning statement would thus determine to a great extent, our success in developing a brand for the country. A good example would be the current positioning of Malaysia as Truly Asia, hence portraying Malaysia and its airline, its hospitality industry and its Government as symbolizing the values of Asian societies. So exactly how do we want to position ourselves? Again, this is an area where we rely on your contribution. In the end, I would just like to underscore a basic point: the development of a brand called Pakistan and the subsequent marketing of a positive image for Pakistan requires a collective effort, but one where people like you must assume a greater responsibility.