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Pakistan In International Branding

Brands are known as the recognition for anything; it could be a product, a name, place, art, music, personality, and a country etc. lot of peoples talk about brand of different countries. Countries are recognized by their brands among different group of peoples at international level. England for Ford, France for perfume brands and  Renault, Germany for BMW, Italy for Ferrari, Gucci and Hushpuppies, Japan for Honda, Suzuki, Toyota, USA for Chevrolet, GM, Levis and Ray-bin etc.

Pakistan is considered well in carpet, Leather, surgical and most of all in textile industry but Pakistan is unable to get recognition at international level. Lot of clothe products labeled as “Made in Pakistan” are being sold on store likes Wal-Mart, Target, and Jc-Penny but no associated brand of Pakistan. In sport world, Pakistan has its own name, if we talk about cricket World champion (1992, 2009 T-20), if we talk about hockey (4 times World champion) if we talk about many other games like snooker, tennis, squash Pakistan has its own name. There are lot of products are being made in Pakistan i.e. footballs, nearly 80% Adidas is being produced in Pakistan. Many cricket teams at international level are using Pakistani made equipment CA and Ahsan.

Sialkot which known as the soccer ball capital of the world, in nearly mid 1990 80% of the world soccer balls were being produced and stamped with “made in Pakistan” and were in fact made in Sialkot. A lot of major brands had operations in Sialkot including Nike, Adidas, and Puma.  Up till now Sialkot is known as the cottage industry. Govt has done nothing for Sialkot; even they have made an airport of international level by self at their own expenses.

Geographically, Pakistan is the most attractive market for investment, almost giving highest return then any other country but our industry has some major competitors like India and China already fighting each other to get maximum market share and producing and lowest possible cost. Pakistan is unable to compete with India and China due to high input cost. There are lots of hurdles in Pakistani market, which needs to be work out.

Pakistani Govt should need to change the policies to invite more and more investment. If we talk about China, there is no tax for first five years so that investors are encouraged to invest in large and more time to establish the brands. India is also following China on the same pattern charging no taxes for first five years in many sectors. Pakistan should also get lesson and allows the investors to invest free of tax in major areas. Pakistani government imposed taxes on export of goods, which makes them costly in the international market.

Cost of producing our mainly products is very high as compared to our competitors like China and India, Government should reduce the duties on importing machineries and raw material from other countries specially from low price countries like China. There is also an instant requirement to train our labour force at modern pattern to enhance the efficiency of Pakistani industry. Pakistani firms should need to register their brands in the light of Agreement on Trade Related aspects of Intellectual Property rights (TRIPS) of WTO and Pakistan Trademark Ordinance 2001.

Pakistani Govt should try to provide a way, a track that guides the market towards success and recognition at international level.

References:

http://www.articlesbase.com/international-business-articles/no-wellknown-brand-910898.html

www.piac.com.pk/PIA…/TenderNotice_DryRation_12082009.

http://www.highbeam.com/doc/1G1-149949089.html

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