Two recent interactive events tackled branding for Pakistan and the Middle-East separately.
A gathering of about 100 Pakistan professionals living in the US last weekend (organized by a think-tank AOPP) tackled the possibility of a ‘Brand Pakistan.’ In an interactive working session, which Dinar Standard helped to facilitate, the role of consumer products on a Nation’s brand was also discussed. After all, so much of a national identity in a consumer’s mind is formed by the consumer brands associated with that country. Think of Japan and invariably it’s Sony, Panasonic, Toyota and other consumer technology brands that give Japan its high-tech identity; or Italy being known as the center of fashion and style, and so on.
However, leading nation branding experts, such as Simon Anholt, point to the more complex nature of nations as brands vs. products as brands. Mr. Anholt contends that consumer product driven identities tend to also stereotype countries which then become a disadvantage for its other product categories. He regards Cultural identity an essential component in a country’s brand image for a fuller more durable understanding of the country and its values. After all, Italy is also known for Michaelangelo, Leonardo, Galileo and its Italian cuisine, while Japan has a rich art tradition, cuisine and its own unique philosophy.
As for Pakistan, both aspects – its few industrial identities (textiles, sporting goods, emerging IT sector) and its rich culture (Mughal heritage, cuisine, art/music) – seem to be overshadowed by its role in the ‘War on Terror.’ An opportunity does exist for the corporate community as well other members of Pakistan’s society to highlight its cultural and industrial identities to balance its struggling brand.
Most countries of the Muslim world face a similar challenge as well. A Davos styled World Economic Forum on the Middle East at Sharm-El Shaikh, Egypt, a few weeks ago hosted a similar Brand Middle East working session where business and political leaders across the Muslim world participated. The Forum took initial steps to launching a private sector-funded branding campaign for the Middle East under the banner "Red tape out, Red carpet in" promoting the ‘Middle East’ as a destination for tourism and inward investment. Dubai as a shopping, financial and trade center and Egypt as a leading tourism destination lead as the most successful Arab global nation brands. It’s also important to highlight the role of Dubai's emerging global brands and investments in shaping its identity (Emirates, Jumeirah, DPWorld, Etisalat.)
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