Pakistan has significant natural resources that could strengthen its global brand, but it currently suffers from a poor brand image due to perceptions of instability, terrorism, and corruption. Rebranding the country by highlighting its economic potential, natural assets, cultural heritage, and push for peace could make Pakistan more attractive to investors, tourists and trading partners. Successfully leveraging strengths and addressing weaknesses through strategic marketing represents an opportunity to improve lives and unite citizens.

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3. Marketing…
… for better World

4. Branding

5. Our belief is that branding truly have the power to
change the world,
they have the power to
change the way
we view the world
and how we choose to see one country
in contrast to another.

26. Would you buy this Pakistan?

37. Would you NOW consider buying
Pakistan?

38. Stable Pakistan
Peaceful Region
Secure World

39. Current Brand Position
• A good product but a very poor brand.
• Surviving in a world surrounded by terrorist threats
• Unstable political system
• Major leadership crisis
• Law and order situation
• High corruption level
• Perception as a dishonest nation
• Role of local media

40. Uniqueness
Defined

41. ATOMIC POWER PAKISTAN
First Islamic and World’s
7th Nuclear Atomic
Power of the World

42. WORLDS HIGHEST POLO GROUND
Shindoor, Worlds
highest polo ground
located in Chitral, height
12,200 feet.

43. • Pakistan is an investor friendly nation.
• Pakistan is a well recognized name when it comes to the
Sports Industry.
• The largest mosque is Shah Faisal Mosque, near
Islamabad, Pakistan.
• Pakistan has the largest volunteer ambulance organization.
• Pakistan has the world's 1st largest salt mine in Khewra.
• Pakistan has the world's 2nd Largest Coal Reserves.
• Pakistan has the world's 3rd largest gas reserves.

44. • Pakistan is the world's 4th largest cotton producer, third
largest cotton consumer, second largest importer and with
fourth largest cotton area.
• Pakistan has the World's 5th largest copper & gold reserves.
• Pakistan has the world's 5th largest army.
• Pakistan is the World's 5th largest milk producer, 11th largest
wheat producer and World's 12th largest rice producer

45. Can a Nation be re-Branded?

46. What Leads to Nation Branding?
A nation is branded based on availability or lack of natural and
human resources. Usually these resources, also called strengths,
are consistently demonstrated by a nation to its trading partners
over time. Strengths can be positive in nature.

47. Natural Resources
The naturally occurring resources that are naturally a part of our planet which
are used as raw stuff for the production of both consumer goods, & capital
used for further production.
Types:
• Non-Renewable Natural Resources
a) Oil & Gas Reserves
b) Coal Reserves
c) Minerals (Copper, Gold, Salt & Iron etc)
• Renewable Natural Resources
a) Forestry & Fishing
b) Agriculture & Human Resources
c) Wind, Solar & Hydro Power

48. Non-Renewable Natural Resources Of
Pakistan
Among The World’s 200 Plus Countries Pakistan Has
• 2nd Largest Coal Reserves
• 2nd Largest Salt Mines
• 5th Largest Gold Reserves
• 7th Largest Copper Reserves
• 6th Largest Gas Producing Capacity In Asia
Pacific
• 436.2 Million Barrels Of Proven Oil Reserves
• 31.3 Trillion Cubic Feet Of Proven Gas Reserves

49. • Pakistan Has Potential Of 27 Billion Barrels Of Oil & 282 Trillion Cubic Feet
Of Gas Resources
• Pakistan Has The Potential Of 185 Billion Tons Coal Equivalent To 618
Billion Barrels Of Crude Oil
• Pakistan Can Produce 100000 MW Electricity For Up-Coming 200 Years By
Thar-Coal Project
• If Coal At Thar-Coal Project Is Converted Into Oil By Gasification It Will
Generate $2.5 Trillion Dollars
• At Riko-Deq Pakistan Has 12.3 Million Tons Of Copper & 20.9 Million
Ounces Of Gold Reserves
• Riko-Deq Project Of Copper & Gold Reservoir Has A Worth Of $260 Billion
Dollars To $3 Trillion Dollars
• Currently Pakistan Is Exploring 52 Minerals Like Cobalt, Zinc, Lead,
Limestone, Chromite, Marble, China-Clay, Gypsum & Bauxite etc
Non-Renewable Natural Resources Of
Pakistan

50. Renewable Natural Resources Of Pakistan
Among The World’s 200 Plus Countries Pakistan Is The
• 4th Largest Cotton & Mango Producing Country
• 5th Largest Sugarcane & Milk Producing Country
• 8th Largest Wheat Producing Country
• 11th Largest Rice Producing Country
• 6th Most Populous Country Having Large Share Of Young Population
• Only 4% Land Of Pakistan Covered With Forests
• Pakistan Has A Coastline Of 1046 KM For Fishing Resources
• Pakistan Produces Its 65% Electricity By Fossil Fuels, 31% By Hydro Power
& 4% By Nuclear Power

51. Renewable Natural Resources Of Pakistan
• Out Of 77 Million Acres Cultivable Area, Only 55.5 Million Acres Have Been
Ploughed
• About 23% Of Total GDP & 43% Labor Force Of Pakistan Based On
Agriculture & Livestock Resources
• Pakistan Produce 29.5 Million Tons Milk, 1.12 Million Tons Beef, 0.74 Million
Tons Mutton, 8.52 Billion Eggs, 51.2 Million Skins And 40.2 Thousand Tons
Wool Annually
• Pakistan Has The Potential To Produce 40000 MW Electricity By Hydro
Power, 100000 MW By Solar And 50000 MW By Wind Power
• Pakistan Has A Variety Of Precious Gemstones Like Ruby, Topaz And
Emerald In Various Areas Like Gilgit, Hunza, Swat, Dir & Kallat etc
• Pakistan Has The Potential To Be A Stable Country By Exploring And Using
The Natural Resources Wisely & Carefully.

52. WHAT MAKES A STRONG COUNTRY BRAND?
the aspects that truly differentiate a country brand—are
its associations and attributes across five key dimensions:
 Value System,
 Quality of Life,
 Good for Business,
 Heritage & Culture
 Tourism
it must make people’s lives better

53. Country brand strength
has a tangible impact on peoples’ lives
Whether a country’s brand creates economic opportunity through
investment and tourism, or supports a national rally cry to unite citizens, it is
an asset that must be managed and measured.
The strategic development of country brands and their marketing has
become big business and will undoubtedly continue to fuel economic
growth in the years to come.
In times of economic uncertainty, a country’s brand is an asset that can
unite government and business alike to encourage travel, trade and tourism.
A brand that is well managed creates efficiencies in
capital and resources.

54. 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
Image Management for Re-positioning

55. Positive
Peace
Prosperous
Progressive
Marketing for making the World a better place

56. Food for thought …
WHO IS THE REAL CHANGE AGENT ?

57. References
• www.whichcountry.com
• www.indexmundi.com
• www.jworldtimes.com
• www.insider.pk.com
• www.finance.gov.com
• www.mpnr.gov.com
• www.rinp.org.pk
• www.pmo.gov.pk
• Economic Survey Of Pakistan 2012-2013
• Federal Bureau Of Statistics Government Of Pakistan