Pakistan Needs Its Own Global Brand: Ahsan Iqbal

Pakistan possesses the capability to manufacture top-tier textiles, surgical equipment, sports merchandise, and even FIFA World Cup balls, yet foreign entities frequently claim credit and a significant portion of the associated value, asserted Planning Minister Ahsan Iqbal on Tuesday. Addressing a national branding conference in Islamabad, Iqbal advocated for a radical transformation in Pakistan's external image, asserting that the nation requires the establishment of globally recognized Pakistani brands rather than persisting as a supplier for foreign corporations.

He highlighted Pakistan's export figures as a pressing issue, noting that while Pakistan's exports have remained stagnant around $40 billion since 1990, Vietnam's exports have surged to approximately $475 billion. The minister contended that Pakistan must transition away from the exportation of low-value commodities and concentrate on producing differentiated goods imbued with a robust Pakistani identity in global markets.

The government is currently examining seven domains to foster this identity. Under its "Nation Brand Lens," Pakistan's branding strategy will concentrate on Culture, Exports, Governance, Diplomacy and Defence, Entertainment, Tourism, and Sports. The objective is to amalgamate these areas into a singular overarching national brand, rather than promoting Pakistan's products, culture, and tourism independently.

The National Center for Brand Development (NCBD), established within the Ministry of Planning, will spearhead this endeavor, collaborating with local industries to assist them in transitioning from domestic markets to direct exports and cultivating a more robust "Made in Pakistan" identity. Iqbal emphasized that Pakistan possesses the capacity to produce internationally competitive products; however, the challenge lies in ensuring that the Pakistani name accompanies those products.

The government also aims for this initiative to enhance Pakistan's global perception, stimulate demand for locally produced items, and aid businesses in developing internationally recognized brands. The roundtable in Islamabad convened experts and stakeholders to deliberate on Pakistan's proposed Country Brand Framework, global slogan, brand assessment, and policies aimed at elevating the nation's international standing.