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Marketing…

… for better World

Branding

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 countryin contrast to another.

Would you buy this Pakistan?

Would you NOW consider buying

Pakistan?

Stable PakistanPeaceful Region

Secure World

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

Uniqueness Defined

ATOMIC POWER PAKISTAN

First Islamic and World’s 7th Nuclear Atomic Power of the World

WORLDS HIGHEST POLO GROUND

Shindoor, Worlds highest polo ground located in Chitral, height 12,200 feet.

• 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.

• 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

Can a Nation be re-Branded?

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.

Natural ResourcesThe 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 Resourcesa) Oil & Gas Reservesb) Coal Reservesc) Minerals (Copper, Gold, Salt & Iron etc)

• Renewable Natural Resourcesa) Forestry & Fishingb) Agriculture & Human Resourcesc) Wind, Solar & Hydro Power

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

• 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

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

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.

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

Country brand strengthhas 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.

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

Positive

Peace

Prosperous

Progressive

Marketing for making the World a better place

Food for thought …

WHO IS THE REAL CHANGE AGENT ?

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