National Branding Vital to Turn ‘Made in Pakistan’ Into Global Export Identity: Ahsan
ISLAMABAD, (APP - UrduPoint / Pakistan Point News - 6th Oct, 2026)
Federal Minister for Planning, Development and Special Initiatives, Ahsan Iqbal, on Tuesday emphasized the need for a robust national branding strategy to transform Pakistan from low-value commodity exports to high-value, differentiated products, thus establishing 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), Iqbal stated that Pakistan's economic sovereignty in the long term hinges on strengthening value addition, branding, and international market access.
He noted the widening export gap between Pakistan and regional economies, citing that while Pakistan's exports have remained stagnant at around US$ 40 billion since 1990, Vietnam's exports have surged to approximately US$ 475 billion.
"Pakistan has the capability to produce world-class products, including high-end textiles, surgical instruments, sports goods, and FIFA World Cup footballs, but often loses significant value as these products are marketed under foreign brands," Iqbal remarked.
The minister advocated for Pakistan to move beyond being a manufacturer for global brands and develop internationally renowned Pakistani brands. He expressed confidence in the NCBD's role in assisting local industries in transitioning from domestic markets to direct global exports and establishing a strong "Made in Pakistan" identity.
Pakistan's national branding strategy, according to Iqbal, will be structured around seven key pillars identified under the "Nation Brand Lens": Culture, Exports, Governance, Diplomacy and Defense, Entertainment, Tourism, and Sports. These interconnected areas, he said, represent major sources of Pakistan's global identity, influence, and soft power, forming the basis for a unified and internationally competitive Pakistan brand.
The roundtable served as a platform for experts and stakeholders to contribute ideas and recommendations for Pakistan's comprehensive nation branding campaign, country brand story, and global slogan. Participants discussed strategies to build public trust and preference for Pakistani products and services, foster an exporting mindset, and create a solid foundation for the global growth of Pakistani brands.