How to Brand A Country

Reputation Travels Faster Than Performance

Rules for branding  are the same for countries as that of organizations. The objective of the country branding is to improve the image of the country keeping certain strategic objectives in mind; which are primarily to be tourism, investments, exports, public policy, foreign policy, culture and heritage, people and sports. It provides an instant identification to the country. For example German - BMW,  Russian - Vodka, Italian - Pasta, and Chinese - Low Cost Production.

However, it is much more difficult to brand a country as compared to branding a product, since it is not possible to modify a country. We cannot add or remove mountains, weather cannot be instructed, and floods cannot be predicted few years early. Culture takes an enormous time to evolve and cannot be changed overnight. Similarly, it takes long time to build airports, landmarks or highways. And once, they are built, they cannot be moved from their locations. Worst of all, country's own geographical location cannot be changed. We must capitalize on the strengths that geographical location provides while accommodating the weaknesses.

Previously only developed countries were investing in the country branding. However, in the recent past, many developing countries have also started to invest heavily in it due to the fact that previously products produced by a certain country were considered to be its assets, but in today's world, the main asset is the country image or in other words, a country itself.

A country's positive image gives a competitive edge against neighbouring countries as well as in the region, making it distinguished in the region as well as around the globe. None the less, developing a meaningful 'country branding plan' at international level needs an active coordination between the state, the industry, the academia, the cultural stratum, and the representatives of the media in that country. It becomes the most eminent requirement when a country had been in crises for a long time or as in present times if it has been facing the terrorism issues for a long time.

The advantages of a coherent and specific country branding can be seen in all regions. This incorporates the competence to gain foreign investments because a country's positive image provides the true picture of the economic and political stability, safety and security, labor skills and expertise, etc.

Main strategies to brand a country may be:

• Developing the positive image and increasing awareness about a country is an integral part in the marketing and branding of a country. It helps the people to develop a positive attitude towards a country, before they buy its product or visit it. A study must be conducted to find out that what people think of a country internally as well as in foreign countries. For example, Pakistanis apparently do not like to have business ties with India, however, Indian movies are well liked by Pakistanis and similarly Indian jewelry has also created a well respected market place for itself.
• There must be collaboration between the government, local businesses, academia, arts and culture and most significantly the media. The media creates the hype when involved in the branding strategy. However, media may also exploit the situation by highlighting the government's weaknesses. So establishment must be ready to answer all the highlighted issues/weaknesses while the branding strategy is executed.
• A country's strengths and weaknesses should be thoroughly investigated. Strategies must be devised to capitalize on strengths, while weaknesses should be eradicated by continuous research and development.
• A positive image of the country's culture and heritage at the global level should be built. Information should be disseminated through different cultural festivals, shows, or even by social media which is extensively used now a days.
• Values of tolerance and peaceful coexistence should be promoted. People's attitude and ability to accept foreigners, and their friendliness for the followers of different religions must be communicated at global level.
• Exports must be increased. Apart from earning the foreign exchange, it helps to introduce the country in the different regions of the world. However, exporters must maintain high ethical standards during all that time. Quality of the products committed should be maintained, as not sticking to promised standard brings an irreversible damage to the country's reputation. 

Although all these strategies may lead us in developing a strong country brand, but we must keep in mind that country branding is a long term process and cannot be achieved in the short term, especially for a country like Pakistan, which is constantly dealing with internal and external crisis. It requires conscious or unconscious consensus of all the stake holders in that country. While positive efforts are made to develop a positive image of the country, strategies must be developed to tackle the negative publicity that is done against the country by foreign media or may be by internal disturbing elements.