ISLAMABAD, Oct 06 (APP):Federal Minister for Planning, Development and Special Initiatives Ahsan Iqbal on Tuesday called for a strong national branding strategy to shift Pakistan from low-value commodity exports towards high-value, differentiated products and build globally recognized Pakistani brands. Addressing a high-level stakeholder roundtable on “National Branding, Pakistan’s Rising Soft Power and Brand-Led Exports,” organized by the National Center for Brand Development (NCBD), the minister said Pakistan’s long-term economic sovereignty …
National branding vital to turn ‘Made in Pakistan’ into global export identity: Ahsan
ISLAMABAD, Oct 06 (APP):Federal Minister for Planning, Development and Special Initiatives Ahsan Iqbal on Tuesday called for a strong national branding strategy to shift Pakistan from low-value commodity exports towards high-value, differentiated products and build globally recognized Pakistani brands.
Addressing a high-level stakeholder roundtable on “National Branding, Pakistan’s Rising Soft Power and Brand-Led Exports,” organized by the National Center for Brand Development (NCBD), the minister said Pakistan’s long-term economic sovereignty depended on strengthening value addition, branding and international market access.
The emphasis on value-added, branded exports is also consistent with the government’s broader export-led growth agenda under URAAN Pakistan.
Ahsan Iqbal highlighted the widening export gap between Pakistan and regional economies, noting that while Pakistan’s exports had remained around US$ 40 billion since 1990, Vietnam’s exports had surged to approximately US$ 475 billion.
He said Pakistan had the capacity to produce world-class products, including high-end textiles, surgical instruments, sports goods and FIFA World Cup footballs, but often lost significant value as these products were marketed under foreign brands.
“Our industry produces world-class products; we must ensure that these products carry the name and identity of Pakistan in global markets,” he said.
The minister said Pakistan must move beyond being a manufacturer for global brands and develop internationally recognized Pakistani brands.
He said the NCBD would help local industries transition from domestic markets to direct global exports and establish a strong and unified “Made in Pakistan” identity.
He said the national branding strategy would bring together Pakistan’s manufacturing capabilities, sports, culture, arts and other sources of soft power to strengthen the country’s global image and competitiveness.
Ahsan Iqbal said the strategy would be built around seven key pillars identified under the “Nation Brand Lens”—Culture, Exports, Governance, Diplomacy and Defence, Entertainment, Tourism and Sports.
He said these interconnected areas represented major sources of Pakistan’s global identity, influence and soft power and would provide the foundation for a unified and internationally competitive Pakistan brand.
The roundtable provided a platform for experts and stakeholders to contribute ideas and recommendations for Pakistan’s full-scale nation branding campaign, country brand story and global slogan.
Participants also discussed measures to build public trust and preference for Pakistani products and services, promote an exporting mindset and create a stronger foundation for the global growth of Pakistani brands.
The conference also focused on developing consensus on Pakistan’s Country Brand Framework, with expert input sought on brand measurement, nation brand policy and practical measures for repositioning Pakistan’s global image.
The discussions emphasized coordinated national efforts to connect Pakistan’s products, people and places through a unified and credible country brand.
The minister said the establishment of NCBD had addressed a long-standing institutional gap in Pakistan’s national branding efforts.
The Centre, established under the Ministry of Planning, Development and Special Initiatives, would serve as a central platform for building Pakistan’s global brand equity and was aligned with the objectives of URAAN Pakistan, particularly its Exports and Equity pillars.
The NCBD’s stated mandate includes building the country brand and revitalizing the “Made in Pakistan” identity to enhance competitiveness and unlock export potential.
Ahsan Iqbal expressed confidence that a strong national brand would enhance Pakistan’s global competitiveness, strengthen export capacity, nurture globally recognized businesses and contribute to sustainable economic growth and macroeconomic stability.
