The current hyper-competitive reality is compelling Pakistan to seek out new methods to distinguish itself on the international stage and identify the distinctive characteristics that will set it apart. In other words, a solid ‘Nation Branding’ is necessary in order for Pakistan to pursue its economic objectives and create a governance tool aimed at developing positive space through social, cultural and environmental policies.

The world over, countries have strived to establish powerful ‘Nation Brands’ to foster and sustain their economic development and improve their standing on the global mental map of developed versus developing nations – the reality is that these two poles rarely manage to align the perception of global audiences with the reality people living in developed countries experience.

The importance of Nation Brands lies in its ability to provide a form of global brand ranking. For example, Brandirectory’s Brand Finance recently published a report called Brand Finance Nation Brands 2022, in which the US was ranked first in brand value with $26.5 trillion, followed by China with $21.5 trillion and Germany with $4.5 trillion.

Many countries are seriously considering a Nation Branding strategy to improve their economic standings. In the 21st century’s interconnected global economy, a nation’s brand image can significantly impact its economic success. In fact, ‘Nation Branding’ is a potent instrument to attract foreign investment, innovation, entrepreneurship and collaboration, and long-term economic growth as well as boost tourism and attract talent.

Nation Branding is not a new concept and several countries have already utilised it. The US is more than a country; it is the world’s most recognisable brand. Since it declared independence on July 4, 1776, brand USA has been managed and advertised globally and has marketed its culture and its products with shrewd salesmanship and ruthless determination.

India is an incredible tale of brand success; of how a brand strategy with a vision and an incredible idea transformed one of the world’s earliest cultures into a vibrant, wealthy international tourist destination.

India’s branding strategy is a good example for Pakistan to adopt as both countries face comparable geopolitical, socio-cultural and other similar challenges, and can benefit from each other’s success. India crafted a new national identity that ranged from elephants and yogis to global information technology titans. In fact, India is an incredible tale of brand success; of how a brand strategy with a vision and an incredible idea transformed one of the world’s earliest cultures into a vibrant, wealthy international tourist destination. Forbes ranked India as the seventh most attractive country in its 50 Most Attractive Countries in the World list. In 2021, the World Travel and Tourism Council estimated that tourism in India generated $170 billion (5.8% of India’s GDP). India’s success can be attributed to its cultural diversity, economic development, technological advances and marketing and promotion strategies, all of which have helped India establish a distinct and positive brand image globally.

Pakistan, of course, faces numerous challenges, including negative perception, limited resources, internal divisions, infrastructural challenges and competing narratives. These obstacles call for a multifaceted strategy involving government, the private sector, civil society and individuals. It requires consistent messaging, strategic marketing efforts, investments in infrastructure and proactive engagement with international partners. Pakistan can overcome its challenges and establish a solid brand image by emphasising its strengths and opportunities, addressing its flaws and communicating a positive narrative.

To do so, Pakistan must first establish a distinct brand identity that emphasises its strengths, cultural legacy and aspirations. Understanding what distinguishes Pakistan and devising a compelling message are essential for effective branding. The country needs to capitalise on its cultural heritage and the diversity of its traditions in music, art and literature, and then foster an emotive connection by showcasing these cultural assets internationally through festivals, exhibitions and cultural collaborations.

Pakistan is endowed with incredible natural landscapes, historical landmarks and architectural marvels. Investing in tourism, enhancing the visitor experience and marketing tourist destinations more aggressively will help attract international tourists.

Pakistan’s media and entertainment industries have enormous potential to influence the country’s brand image. Encouraging the production of high-quality film and television content highlighting Pakistani talent, stories and cultural diversity will all contribute to a positive image. Indian cinema, particularly Bollywood, has substantially shaped India’s brand image. Bollywood films have a massive global reach, particularly in Muslim countries, and have helped showcase India’s talent, culture and landscapes.

Pakistan should cultivate an environment that encourages innovation and entrepreneurship, particularly in technology. By promoting entrepreneurship, fostering business incubators and establishing technology centres, Pakistan can position itself as an emerging innovation and technology destination.

A targeted strategy, consistent messaging, and sincere efforts can assist Pakistan to establish itself as an attractive and dynamic cultural, commercial, and tourist destination.

Strategic marketing and PR campaigns can help promote awareness of Pakistan’s positive characteristics, especially by engaging the global media, social influencers and key opinion leaders. Pakistan should leverage its diaspora to become brand ambassadors and participate in cultural exchanges, investment opportunities and philanthropic endeavours. Pakistan must use soft power diplomacy to improve its brand reputation. Cultural exchanges, sports diplomacy and participation in international events such as the Olympics and film festivals will enable Pakistan to showcase its values, traditions, and accomplishments internationally.

Ensuring political stability and bolstering national security will also assist in addressing the negative perceptions that are damaging Pakistan’s reputation. Engaging with international organisations, governments and businesses will contribute to developing collaborations and partnerships that enhance Pakistan’s brand image. Pakistan’s reputation can be bolstered through joint initiatives, and cultural and economic partnerships.

Developing an inclusive brand image that embraces and celebrates Pakistan’s diverse communities, languages, and cultures is essential. Pakistan can garner international attention and demonstrate its values by emphasising inclusivity and diversity through promoting tolerance, respect, and inclusive policies.

Creating a positive brand image for Pakistan will require a concerted effort from the government, the private sector, cultural institutions, and individuals. A targeted strategy, consistent messaging, and sincere efforts can assist Pakistan to establish itself as an attractive and dynamic cultural, commercial, and tourist destination.

Arshad Awan is an author, brand strategist and educationist. arshadawan@msn.com