Reimagine Pakistan
INTRODUCTION
The name of most any country sparks certain perceptions and emotions.
In a nutshell, that (and not a logo, tagline or marketing campaign) is its brand.
When you think about France, for example, romance, high fashion, and cuisine might come immediately to mind. The precise perceptions and emotions that are invoked will influence your behavior as a potential buyer, visitor, or social media follower and can therefore be priced as an intangible asset. In the right context, the simple mention of France will elevate an ordinary association: coffee maker to French press, onion soup to French onion soup, and vanilla (the very definition of plain) to French vanilla.
Country branding is a deliberate attempt by a country to manage its overall brand. If a country neglects to focus on national branding and to craft its own narrative, its influence wanes and it becomes subject to the perceptions and narratives imposed by stronger and more influential countries.
Pakistan’s country brand is at risk
There are cases in which the mention of Pakistan can elevate an association (in the case of basmati rice or mangoes, for example), but too often the reverse is true. The mention of Pakistan makes the buyer (and, by the same token, visitor, investor or voter) pause.
It is no secret that the country has been lurching from crisis–financial, economic, political, geopolitical–to crisis. For all its attractions and potential, both internal and external observers are more pessimistic about Pakistan today than they have been in decades.
If we can look beyond the moment, however, it is possible to rebuild Pakistan’s image. In particular, we can apply the framework of country branding to answer five strategic questions:
1. What does Pakistan mean?
2. Who is Pakistan for?
3. How do we win hearts and minds?
4. What is the right peer set?
5. How do we keep track?
WHAT DOES PAKISTAN MEAN?
Pakistan has always been as much an idea as a place. Infact, fitting the ideology of Pakistan to its territorial boundaries has been one of the thorniest issues at the heart of Pakistani identity and Pakistani history.
For the newly independent country, there were at least three intellectual claims that continue to influence the self-image of Pakistanis today:
1. Pakistan is a homeland for the Muslims of India and the free practice of Islam (Iqbal).
2. Pakistan is also a safe space for people of all faiths (Jinnah).
3. Pakistan ka matlab kya? La ilaha illallah!
These claims continue to inspire Pakistanis seventy-seven years later, but how they should be understood and implemented has been hotly debated throughout the country’s history.
For the purposes of reimagining Pakistan, here are some new possibilities to consider:
1. From past to future:
Pakistan is no longer a homeland or destination for the Muslims of South Asia. The original impetus for Pakistan never translated to a perpetual or global mandate to settle Muslims (in contrast with Israel, for example, which continues to court Jews from around the world). With the partition of British India seventy-five years behind us and the partition of Pakistan fifty years behind us, the country needs a new vision.
What can a large Muslim country with a young population offer its people and the world? Since the future is necessarily open-ended, it contains yet unrealized possibilities. Pakistan’s founding idea can continue to inspire future generations to constitute and reconstitute a social order based on universalist ideals.
We must also not judge matters too early. Pakistan is still a young country. While politicians and economic planners might think in five-year cycles, nation-building and country branding require a longer timeline.
What Pakistan might look like in two decades? When it celebrates its centennial in 2044 (in Hijri years) or 2047 (in Gregorian years), the country may well have a new generation of political leadership, a transformed economic environment, and a digitally connected citizenry. In technological, geopolitical, and environmental terms, we may also be living in a very different world.
2. From nation-state to community:
The modern nation-state is a creature of modern politics (since the Treaty of Westphaliain 1648), mapping political boundaries to individual nations. A large population of Pakistanis now live outside Pakistan, however. As with other diaspora, we don’t need to limit Pakistan to territorial terms. “Chinatown” and “Little Korea” in New York and the splitting of Devon Avenue in Chicago into “Gandhi Marg”, “Muhammad Ali Jinnah Way” and “Sheikh Mujib Way” attest that country names can exist outside their countries of origin.
By simply reframing Pakistan as “where Pakistanis live”, the Pakistani community suddenly includes cities from countries and continents around the world. When Pakistan beats India in a cricket match in Sharjah, Sharjah is a Pakistani city. When a person of Pakistani origin becomes First Minister of Scotland, it is a win for Pakistan.
The inexorable march of digital and social media also expand the notion of Pakistan as a community. Zoom calls bind migrant workers with families and tech companies with development teams. Crowdfunding campaigns give donors the opportunity to see and support schools and wells in Pakistan from around the world. In fact, the anthropological term “imagined community” applied to nations within nation-states might also be applied to national communities interconnected by heritage, travel, trade and investment.
3. From purity to plurality:
The quest for purity has been part of Pakistan’s national project, beginning with the country’s name (pak, or “pure” in Urdu) and at various points in subsequent history. At this point in time, however, the notion of purity is at odds with reality (whether we consider the country’s ideological divisions, environmental pollution, or political corruption).
In the future, living with difference will be a necessary ingredient to peaceful co-existence. Instead of purity, a reimagined Pakistan must successfully manage a plurality of cultures, languages, and worldviews. It can do so while remaining an Islamic republic: indeed, the universalist ideals of the religion can be the basis for civic values shared by all its citizens regardless of their religion or religiosity.
WHO IS PAKISTAN FOR?
Country brands depend on a variety of local and international stakeholders. While some use the ballot box, others vote with their feet or with their pockets. Identifying a country’s most important stakeholders and prioritizing among them is critical to developing a strong and coherent country brand.
In the contemporary Pakistani context, three stakeholders require particular attention:
1. The Pakistani diaspora
Among international stakeholders, the Pakistani diaspora is strategically significant for a number of interrelated reasons:
o Expatriate Pakistanis and their children have family and cultural ties with Pakistan, resulting in a higher emotional investment than other people outside the country.
o They are likely to send remittances to Pakistan, visit Pakistan on vacation, buy property in Pakistan, and invest in businesses in Pakistan, making them a significant source of capital.
o Their greater familiarity with Pakistan makes them less susceptible to negative perceptions and more able to mitigate attendant risks.
Source: Bureau of Emigration and Overseas Employment
o After attaining academic credentials and business or career success outside Pakistan, some expatriates (or “Wapistanis”) can reverse the brain drain by advising, investing in, and mentoring future generations of Pakistani talent.
o By serving as cultural ambassadors abroad, they have the ability to influence perceptions of Pakistan in the wider international community.
o At a time when it may not be realistic to expect the wider international community to have a positive image of Pakistan, there is no shortage of Pakistanis abroad well positioned to contribute to Pakistan and its country brand.
2. Pakistan’s business sector
Among local stakeholders, the commercial and civic sectors are especially significant at this juncture:
o At a time when the country’s military and political institutions lack widespread support, the business sector can be a source of soft power at home and abroad.
o As non-state actors, businesses can also freely partner with international stakeholders.
o As a result of the genocide in Palestine, greater consumer awareness has led to a disaffection towards multi-national brands and new pride in local Pakistani brands.
o By incorporating cultural symbols in their own branding, Pakistani businesses can enrich their own design vocabulary while giving those symbols new forms and wider reach.
At an industry level (among lobbies and professional associations, for example) as well as at the level of individual corporations, businesses can and should develop a Pakistan strategy. For some, it will be a risk management or loss mitigation exercise. For others, it might uncover opportunities from sourcing to talent to positioning and marketing.
3. Pakistani youth
Looking to the future, perhaps the most important stakeholders are the next generations of Pakistanis. This is not mere poetry:
o Making decisions based on political elections or budget crises will inevitably favor short-term fixes. Pakistan’s return to progress, on the other hand, is a long climb.
o Reimagining a different future for Pakistan requires looking beyond current debates and divisions. By solving for the interests of their children and grandchildren, decision-makers will be more likely to embrace sustainable and inclusive solutions.
HOW DO WE WIN HEARTS AND MINDS?
Country branding is both a scienceand an art, combining a structured process with an emotional appeal to relevant audiences.
Five key dimensions
Over the long-term, we can win hearts and minds by engaging stakeholders across five key dimensions (adapted from Bloom Consulting’s work on nation branding): tourism, investment, exports, talent, and general perception.
Let’s take each one in turn.
Tourism
In recent years, foreign travel bloggers such as Luke Damant and Dale Phillip have visited and highlighted the northern regions of the country, drawing increased interest from international travelers. According to a 2023 report by the Pakistan Tourism Development Corporation, the number of international visitors to these areas has seen a steady rise, with a 20% increase over the last two years.
Despite this growing attention, there are still challenges when it comes to infrastructure and connectivity. Road networks and mobile coverage in some areas remain unreliable, which can be a deterrent for travelers. However, the potential to promote Pakistan’s tourism is significant. By improving infrastructure, creating virtual maps, promoting travel agents and tour guides, highlighting safe travel zones, and sharing resources such as the best seasons to visit, Pakistan can rebrand itself as a budget-friendly yet appealing travel destination.
Fortunately, the natural beauty of Pakistan’s mountains and valleys speaks for itself. Withsome targeted social media efforts and collaborations with influencers, the country can enhance its visibility and attract a broader range of international visitors.
Exports
Pakistan has demonstrated significant potential in exports, exceeding the target of $30.64billion in FY24. Key export categories include rice, knitwear, ready-made garments, bedsheets, and a wide range of textile items, which have long been Pakistan’s economic stronghold. However, in order to maintain momentum and increase global competitiveness, Pakistan must diversify its export profile, particularly by focusing on value-added products beyond textiles.
Currently, Pakistan relies heavily on raw materials and semi-finished goods in the textile sector. To truly harness its export potential, the country needs to shift toward a broader range of finished goods in various categories. This can open doors to new markets and allow Pakistani products to compete more effectively on quality, not just price.
Another model Pakistan could consider emulating is Bateel, a luxury brand of dates that has successfully elevated a simple product into a global delicacy. With a focus on premium branding, clever packaging, and an experiential retail model that includes high-end cafés, Bateel has turned dates from a traditional item into a luxury good.
Pakistan, with its rich array of specialty foods such as dates, dried fruits, and nuts, can learn from this approach. By investing in clever branding, premium packaging, and the creation of exclusive retail experiences, Pakistan can elevate its exports beyond mere commodities and create luxury offerings that appeal to a global audience.
Fortunately, the natural beauty of Pakistan’s mountains and valleys speaks for itself. Withsome targeted social media efforts and collaborations with influencers, the country can enhance its visibility and attract a broader range of international visitors.
By aligning its export strategy with ethical consumerism, Pakistan can boost demand for its products in countries that prioritize supporting the BDS movement, thereby enhancing its global trade footprint.
Another model Pakistan could consider emulating is Bateel, a luxury brand of dates that has successfully elevated a simple product into a global delicacy. With a focus on premium branding, clever packaging, and an experiential retail model that includes high-end cafés, Bateel has turned dates from a traditional item into a luxury good.
Pakistan, with its rich array of specialty foods such as dates, dried fruits, and nuts, can learn from this approach. By investing in clever branding, premium packaging, and the creation of exclusive retail experiences, Pakistan can elevate its exports beyond mere commodities and create luxury offerings that appeal to a global audience.
Talent
While Pakistan has suffered from a brain drain for several decades, 2023 was reportedly a record year. One might conclude that no marketing will change the economic reality that whoever can migrate will find better jobs abroad.
We can change tactics. Instead of convincing people to stay in Pakistan, we might expand opportunities for Pakistani expatriates to contribute their talent to Pakistan from abroad. Forming and strengthening academic, commercial, and cultural links between foreign universities, employers and non-profits with their Pakistani counterparts can help.
In parallel, we can showcase success stories in Pakistan. Strategies might vary by company size: a mentorship network for corporates, awards for small business awards, and pitch competitions for entrepreneurs. Across the spectrum, promoting local champions not only strengthens the business sector but also attracts and retains local talent.
There is also a middle space. With globalization and the continued rise of digital and social media, we can imagine a workforce that is both in and outside Pakistan. The gig economy and remote work are early beneficiaries of these trends. What would it look like for every Pakistani employee in the country to also have a job outside Pakistan, and for every Pakistani employee abroad to also have a job in Pakistan?
Investment
Pakistan has seen a 15% rise in foreign direct investment (FDI), amounting to $1.7 billion in the first 11 months of FY24, largely driven by inflows in May 2024.
To become a more attractive destination, Pakistan needs a strong national branding strategy that promotes political stability, economic reforms, streamlined regulations, and robust infrastructure. Active marketing campaigns through global platforms can enhance Pakistan's image as an investment hub.
Countries like Vietnam and Malaysia have succeeded by offering investor-friendly policies, tax holidays, and technological infrastructure development. Pakistan can adopt similar initiatives, particularly in its Special Economic Zones (SEZs) under CPEC, coupled with targeted incentives to attract sector-specific investments.
Building a new vocabulary
While country branding aims at ideas and perceptions, its ammunition is words and images. Reimagining Pakistan therefore also requires building a new verbal and visual vocabulary.
Pakistan’s national symbols are one point of departure for this exercise: its flag, founding figures, historical monuments, and so on. Rather than taking these symbols as they are, however, we must evaluate which have gained or lost utility. The same symbols can also be given new meanings infused in a different context or novel combination.
Storytelling also requires heroes. Beyond the country’s founding figures, we must have fresh faces that can inspire sentiment and embody the best of what it means to be Pakistani today. Inevitably, a list of living heroes will reflect a variety of political, socioeconomic and religious backgrounds. While individual heroes might have both supporters and detractors for this or that reason, as a collective they should exemplify the country brand.
Storytelling also requires heroes. Beyond the country’s founding figures, we must have fresh faces that can inspire sentiment and embody the best of what it means to be Pakistani today. Inevitably, a list of living heroes will reflect a variety of political, socioeconomic and religious backgrounds. While individual heroes might have both supporters and detractors for this or that reason, as a collective they should exemplify the country brand.
Building a list of keywords can also inform marketing campaigns for different audiences. In each case, we must choose a posture of cautious optimism. Between despair and naivete, country branding requires cultivating an achievable image.
WHAT IS THE RIGHT PEER SET?
Picking the right peer set is necessary to evaluate the performance of a country brand.
Instead of continuing to focus on India, Pakistan can look further afield at other large, Muslim majority countries with similar characteristics.
To see where Pakistan stands among other country brands, we must select a peer set against whom to benchmark Pakistan’s position on a regular basis. Like measuring economic or human development, this is a moving target: a country might improve on its past performance only to realize that it has fallen behind others who improved faster.
Pakistan’s traditional points of comparison have been its geographic neighbors: India, first and foremost, but also Iran, Afghanistan, or the South Asian bloc as a whole depending on the context.
Pakistan’s preoccupation with India was a historical necessity. On the eve of independence, the two countries scrambled for resources previously administered by the British. Moreover, the very idea of Pakistan was defined in opposition to India. However, India’s advantages in size and resources have only been compounded with time (first with the division of Pakistan and more recently with India’s sustained economic success), making any comparisons less and less useful. As the country matures, Pakistan must step out of India’s shadow.
It is certainly possible to retain Pakistan’s neighbors as its peer set. The result is a very mixed bag, however: different cultural groups (many of whom share ties with Pakistan), religious majorities, population sizes, and levels of economic development.
If we scan the countries of the world for an alternate point of comparison, a distinct profile emerges large Muslim majority countries at an intermediate level of economic development, a strong military, and mixed results with democratic politics. Like Pakistan, these countries share a religious identity and hold potential for economic and political prominence on the world stage.
HOW DO WE KEEP TRACK?
While we cannot overlook the importance of tangible metrics such as GDP, export revenues, and performance across key sectors like investments, trade, and tourism, it is equally critical to acknowledge the role of perception in shaping these outcomes. A nation's image in these areas can directly impact its economic success. Therefore, in addition to focusing untraditional performance indicators, Pakistan should aim to benchmark itself against its peers in global indices such as the Corruption Perceptions Index (CPI) and the Country Brand Ranking for Trade and Tourism, published by Bloom Consultancy. These indices not only reflect how Pakistan is perceived but also help identify areas for improvement.
Furthermore, it is essential to monitor public opinion and investor sentiment by leveraging global reputation trackers and media sentiment analysis tools. This balanced approach will ensure that Pakistan can effectively gauge both its performance and perception on the global stage, allowing for more informed strategies that enhance its standing across key sectors.
Monitor Pakistan’s image across dimensions
To effectively monitor Pakistan’s image across dimensions such as trade, tourism, and talent, a multi-faceted approach can be adopted, leveraging both quantitative metrics and perception-based indices.
Country Brand Ranking (Trade)
Pakistan has shown an overall improvement over the years in the country brand ranking index for trade by, with its rank progressing from 52 in 2015 to 43 in2024, despite fluctuations. Notably, Pakistan reached its best position of 41in 2022. Pakistan, Bangladesh, and Sri Lanka appear to be on upward trajectories in their country brand rankings, while India, despite its strong performance, shows a minor decline in recent years. Additionally, regional competitors like Bangladesh are closing the gap with Pakistan, signaling the need for Pakistan to enhance its efforts in trade branding to stay ahead.
The rankings suggest that global perceptions of trade potential are highly dynamic, and even top performers like India can experience declines, emphasizing the importance of consistent branding efforts
Corruption Perceptions Index (CPI)
Pakistan's CPI ranking has fluctuated over the years but generally shows a downward trend (indicating increased perceived corruption). From a rank of 117 in 2015, Pakistan worsened to 140 in 2021 and remained there in 2022. However, there was an improvement in 2023 to 133.
Pakistan, India, Afghanistan, and Bangladesh seem to be facing persistent corruption-related challenges, as indicated by their consistently low rankings and downward trend. The fluctuations in CPI rankings across these countries suggest that while some are improving their governance and corruption control mechanisms (like Nepal and Bhutan), others face greater challenges (Pakistan, India, Afghanistan).
For Pakistan, improving its CPI ranking would be crucial to enhancing its global image, governance credibility, and ability to attract foreign investments.
CONCLUSION AND NEXT STEPS
This concept paper is the beginning of a conversation aimed at reimagining Pakistan's image and potential across various sectors.
We will be circulating this paper to professionals, experts, and stakeholders to engage with the discussion questions outlined in this document. Their insights and perspectives will be instrumental in shaping a deeper understanding of the arguments made in this paper and will help us further refine the paper.
Based on the input gathered from these discussions, we will release a follow-up paper that synthesizes the findings and outlines actionable recommendations.
If you would also like to provide feedback or engagein a conversation on this paper, please reach out to us at pakistan@algebra.co.
