Pakistan needs to build its own global brands instead of making world-class products that are sold under foreign names, Federal Planning Minister Ahsan Iqbal said on Tuesday.
Speaking at a national branding conference in Islamabad, Iqbal said Pakistan already produces products that compete at the highest international level, including FIFA World Cup footballs, surgical instruments, sports goods and high-end textiles.
However, he said Pakistan often misses out on the full value of these products because they reach international markets under foreign brands.
Iqbal said Pakistan’s exports have remained around $40 billion since 1990, while Vietnam’s exports have risen to approximately $475 billion.
He argued that Pakistan must move beyond supplying products to international companies and develop brands that are recognized and valued globally.
The government plans to build Pakistan’s national branding strategy around seven areas: Culture, Exports, Governance, Diplomacy and Defence, Entertainment, Tourism and Sports.
The seven pillars will form what the government calls its “Nation Brand Lens,” bringing together Pakistan’s products, culture, tourism and other sources of international influence.
Iqbal said the National Center for Brand Development (NCBD), established under the Ministry of Planning, will help local businesses move from domestic sales toward direct international exports and build a stronger “Made in Pakistan” identity.
The center will also work on Pakistan’s wider country brand, including its global image, reputation and competitiveness.
Experts and other stakeholders at the Islamabad conference discussed a proposed Country Brand Framework, brand measurement, national branding policy and a possible global slogan for Pakistan.
The discussions also focused on encouraging consumers to choose Pakistani products and helping local companies develop an exporting mindset.
Iqbal said a stronger national brand could help Pakistani businesses compete internationally, increase export capacity and support long-term economic growth.
The initiative is also linked to the government’s URAAN Pakistan program, particularly its focus on exports and equity.
