The National Center for Brand Development (NCBD), a flagship initiative of the Ministry of Planning, Development and Special Initiatives, organized a high-level stakeholder roundtable conference on “National Branding, Pakistan’s Rising Soft Power and Brand-Led Exports” in Islamabad on Tuesday.
Addressing the conference, Federal Minister for Planning, Development and Special Initiatives Ahsan Iqbal said Pakistan’s long-term economic sovereignty depended on shifting from low-value commodity exports towards high-value, differentiated products supported by strong national and commercial branding.
The Minister highlighted the widening export gap between Pakistan and regional economies, noting that while Pakistan’s exports have remained around $40 billion since 1990, Vietnam’s exports have surged to approximately $475 billion. He said Pakistan possesses the capacity to produce world-class products, including high-end textiles, surgical instruments, sports goods and FIFA World Cup footballs, but often loses significant value because its products are marketed under foreign brands.
Ahsan Iqbal said Pakistan must move beyond being a manufacturer for global brands and develop internationally recognized Pakistani 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.
He said the National Center for Brand Development would support local industries in transitioning from domestic markets to direct global exports and help establish a strong and unified “Made in Pakistan” identity. He added that Pakistan’s national brand strategy would bring together its manufacturing capabilities, sports, culture, arts and other sources of soft power to strengthen the country’s global image and competitiveness.
The Minister said Pakistan’s national branding 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 Pakistan’s major sources of 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 ways 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 around Pakistan’s Country Brand Framework, while seeking expert input on brand measurement, nation brand policy and practical measures for repositioning Pakistan’s global image. The discussions emphasized the need for 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 addressed a long-standing institutional gap in Pakistan’s national branding efforts. He said 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 directly aligned with the objectives of URAAN Pakistan, particularly its Exports and Equity pillars.
He expressed confidence that a strong national brand would help enhance Pakistan’s global competitiveness, strengthen export capacity, nurture globally recognized businesses and contribute to sustainable economic growth and macroeconomic stability.
