Menace2Society
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Mumtaz Hasan
A nation’s “brand” generally refers to the common images, perceptions and associations’ people have with that nation. Therefore, “nation branding’ is an important tool used by countries to create, change or promote a distinct self-image and international reputation that serves the nation’s interests in a positive and effective way. A nation’s brand often reflects a nation’s identity that has been interpreted, internalized and projected onto the international arena.
In today’s globalized market, every country, city and region must compete with others for a share of the world’s consumers, tourists, exports, and investors; thus nation branding is becoming more and more of an important tool to mass communicate national identities abroad. Every country has a brand (reputation), whether they like it or not. This brand may be positive or negative, and is often based on some form of stereotype perceived by the rest of the world. Therefore, it is important that a country’s brand is strategically managed to challenge negative stereotypes and close the gap between perception and reality. A strong brand strategy can define the most realistic, competitive and compelling strategic vision for the country.
A country’s vision, mission or position must match its national policies. Therefore, in order for nation branding to work, governments need to extend the concept of good governance to the realm of nation branding and marketing, and set up relevant ministries to emphasize this concept within the government bureaucracy. The essence of nation branding is to better communicate reforms within the government’s system and to focus on economic development. The country must identify the key factors that differentiate it from the competition and create a unique selling point. For nation branding to work, it must not simply tell a happy story; it must tell a unique, compelling and accurate one, in a way that tailors to specific development goals. Successful countries identify their image and key products, and prioritize policies to strengthen these attributes.
A powerful nation brand can translate into a better perception of that nation. For example, the image of African countries has suffered in the past as a result of the international community often viewing the nation as a lump sum of under-development, not as a multitude of distinct countries at different stages of progress and economic development. South Africa, for example, has worked hard to set them apart from the negative stereotype that frequently accompanies African countries: a crippled economy, high levels of crime, corruption, and lack of security. South Africa launched its Brand South Africa project in 2000 to close the gap between the international perception and the reality of South Africa. Its mandate is to establish a compelling image for South Africa, which correctly positions the country. In 2011, South Africa “alive with possibility” has been awarded the title of the most valuable nation brand on the continent, with its recent inclusion in the Bric economic bloc and successful hosting of the 2010 FIFA World Cup contributing to strong positive perceptions – both locally and abroad. Their sophisticated infrastructure, which was a key component to the success of the FIFA, has also helped make South Africa a serious competitor on the global market.
More examples include:
India – Incredible India
Egypt – Destination Egypt
Malaysia – Truly Asia
PAKISTAN: Perception & Reality
When a U.S. scholar visited Pakistan recently, despite advice from friends to be careful, as he put it, he "wandered around pristine parks populated by happy young couples, broke bread with peace-loving Pakistanis from the media and civil society" and generally went about his business each day without getting harassed, kidnapped or blown up.
He realized that there was a sharp disconnect between international perceptions of Pakistan and the actual situation. He was forced to ask himself: why does then Pakistan have such a poor image abroad? The explanation that he came up with was that foreign depictions of Pakistan are exaggerated. So, a balanced and accurate picture would emerge if only Pakistan marketed itself to the world in a better manner.
It is true that Pakistan suffers from a weak cultural presence abroad and what it seriously needs is a marketable soft image. For instance, it has been noted that there are very few Pakistani singers, actors, writers or artists who attract audiences beyond the segments of overseas Pakistanis living in Britain, North America and the Gulf states.
So far, not much serious thought has gone into projecting Pakistan's deeply rich and diverse arts and culture scene which mostly goes unreported and unappreciated. At the other end of the spectrum, the country's poor security situation is also a sore reality. As a result, the only reporting on Pakistan in world media concerns incidents of violence and terror rather than anything else. It almost seems that if there is a positive or happy occurrence in the country, the world is not interested in knowing about it - or even believing that it could actually happen in Pakistan!
However, whatever the obstacles and hindrances, whatever the pitfalls and shortcomings, and how deeply negative the country perception, there could be a no better time than this to make a serious effort towards presenting the real Pakistan to the world. In the words of a hardnosed marketer, this is a challenge that must be accepted and a focused effort made to sell Pakistan as a brand. If Pakistan is presented in a positive light, it will serve to improve its world perception and also create a positive image of Muslims in general.
The very powerful elements machinating against the Muslims have succeeded in creating a global environment where ‘Terrorism' and ‘Islam' are clubbed together and countries such as Pakistan, Afghanistan and Iran are deliberately and systematically associated with acts of terrorism. This is a dangerous trend that needs to be countered in a very forceful manner and the world mindset about Pakistan changed.
It is also important to inculcate a stronger sense of patriotism and pride in the people of Pakistan by anchoring them in a true ownership of their heritage and motivating them as proud Pakistanis. If this is done successfully, the outcome will lead to greater national integrity and a higher feeling of self-worth.
A positive self-image will give to every Pakistani more confidence as a member of the global community and each individual will perform with greater responsibility rather than perceiving himself or herself as an underdog and becoming a victim of all kinds of mischief and scams. In fact, an affirmative image of the country, promoted with conviction and force by the government and individuals at all international forums, will command more respect around the world and anti-Pakistan elements will think twice before hatching conspiracies against the country and its people.
Needless to say that once a credible and positive image of Pakistan takes root, it will help in putting the country's tourism industry on rails and capitalizing on its enormous potential. It needs to be stressed that right from the heights of the Karakorum’s to the depths of the Arabian Sea, Pakistan is blessed with tremendous tourist attractions that have never been projected the way they should have been. The irony is that many other countries with not a fraction of Pakistan's tourist treasures have succeeded in registering their country image as popular tourism destinations. All that they had in their favor was the right country perception and the conviction that they could project and market whatever little they had in the right manner.
A country that has rich natural resources and offers the requisite manpower and business infrastructure is also bound to become an attractive destination for foreign investment. Pakistan passes the test on all these counts but suffers seriously where country image is concerned. In times when the international perception about Pakistan has been positive, foreign investment has come into the country in reasonably high volumes but when conditions have deteriorated and image has suffered, the foreign investment tap has dried up and foreign capital has taken flight.
A country with a positive image tends to benefit in so many other ways. There is more exchange of ideas with other members of the world community and there is a reversal in the brain drain with the result that the country is able to utilize its intellectual capital for its own greater benefit.
With its unique physical characteristics, its rich diversity and its warm and hospitable people, Pakistan is one country on the world map that deserves to be accepted and respected for all that it offers. Pakistan is also a country that has played a significant role in the world as a responsible global citizen and should be duly acknowledged for the services it has always rendered so selflessly.
The country has had one of the world's largest deployment of peacekeeping troops and observers, its officers and men having acquitted themselves honorably and heroically all the way from Bosnia and Somalia to Namibia, Kuwait, Haiti, Cambodia, Congo, West New Guinea, Rwanda, Angola, Eastern Slavonia, Sierra Leone, Liberia, Burundi, Côte d'Ivoire and Sudan. There are so many real-life stories of heroism and sacrifice by Pakistani soldiers that must be told with conviction and confidence. For instance, there is that highly daring episode when the Seventh Frontier Force Regiment of the Pakistan Army rescued trapped U.S. soldiers in thickly populated Mogadishu city's Madina Bazaar in Somalia under quite adverse conditions. This is a story that the country should have trumpeted widely but did not for some odd reason.
There is nothing in the general Pakistani outlook that encourages terrorism and religious fanaticism because it is a land of peace-loving people who enjoy their music, their poetry and literature and their cuisine and who revel in the visual and performing arts, in fashion trends and in ethnic multiplicity.
Pakistan is one of those few countries in the world that are blessed with an extremely rich cultural heritage and a long history stretching back to some seven millennia. It is the land of Gandhara, Harappa, Mohenjo-Daro and Mehrgarh, the latter being one of the most important Neolithic sites in archaeology, dating back 2,500 BC to 7,000 BC. Located in Baluchistan near the Bolan Pass, between Quetta, Kalat and Sibi, Mehrgarh is one of the world's earliest sites where evidence of farming and livestock breeding has been discovered.
In the contemporary context, shocking as this may be to many misinformed people around the world, Pakistan is a country where women work shoulder to shoulder with men in roles as diverse as doctors, teachers, TV anchors, engineers, lawyers and architects to politicians, judges, civil servants, scientists, geologists, journalists, army officers, airline pilots, air traffic controllers and even jet fighter pilots.
In fact, today's Pakistani woman is more empowered than ever before and this could not have happened in the sort of ‘closed' society that Pakistan is projected to be. It was Pakistan which gave the Islamic world its first woman prime minister in the person of Benazir Bhutto.
With a predominantly young and hardworking population, half of which is female, Pakistan has all that it takes. It is a progressive yet moderate country without a distinct brand image. Since Pakistan has come to be recognized for all the wrong reasons what it urgently needs is an effective and convincing selling campaign thoughtfully built around all the success stories that it offers.
https://www.linkedin.com/pulse/pakistan-needs-re-branding-mumtaz-hasan
