Federal Minister for Planning, Development, and Special Initiatives, Ahsan Iqbal, chaired a high-level stakeholder consultative meeting today, bringing together leading figures from Pakistan’s leading brands, private sector, industry, and branding experts.
The meeting was held to develop a unified strategy for building a strong national brand for Pakistan and building and promoting national brands, especially SMEs to support and promote the export sector as part of the broader economic transformation vision.
Prominent attendees included CEOs and senior representatives from Unilever, PepsiCo, Khaadi, Rasta, Discover Pakistan, K&N’s, LABELS, Ideas, Telenor, Jazz, Gul Ahmed, English Biscuits, Sana Safinaz, PTCL/Ufone, Mind Map Communications, Hub, D’Hamidi, Prestige, CEO Club and brand specialists like Mr Zohair Khalique, Mr Arslan Akbar among others. Member Development Communications Ms Amena Aly Kamaal, Member Private Sector Mr Sohaib Hassan, and senior officials from the Ministry of Planning were also present. In his opening remarks, Minister Ahsan Iqbal emphasized the importance of corporate and national branding in unlocking Pakistan’s economic potential, particularly in enhancing exports. He stated that the government has recently launched “Uraan Pakistan – National Economic Transformation Plan,” a bold and ambitious roadmap to position Pakistan as a trillion-dollar economy by 2035. A key pillar of this plan is the development of the “Made in Pakistan” brand to boost exports and enhance the country’s visibility in global markets.
He underscored that the success of this vision depends on the active collaboration of the public and private sectors. "Our national identity is reflected in the products we create and how we present them to the world. By promoting our goods and services, we are directly elevating Pakistan’s national brand,” the Minister said. “We must take ownership of our image and build a distinct, positive identity that resonates globally.”
Ahsan Iqbal stressed the need to leverage Pakistan’s cultural richness, entrepreneurial spirit, and innovation through structured and strategic branding initiatives. He noted that national branding is not the sole responsibility of the government; rather, it requires a shared commitment from industry, media, and civil society. “To present Pakistan as a forward-looking and progressive nation, we need to invest in our brand with intention, discipline, and consistency,” he said.
Highlighting a concerning trend, the Minister also remarked on the frequent negative portrayal of Pakistan by its own citizens. “Just like a respectable family member avoids actions that may tarnish the family’s reputation, we must also refrain from demeaning our own country. Unfortunately, we often see people speaking ill of the nation instead of promoting its strengths,” he added.
During the meeting, the Minister announced that the Government is working towards establishing a National Center for Brand Development (NCBD), a flagship initiative aimed at strengthening Pakistan’s brand presence on the global stage. The center will work to revitalize the “Made in Pakistan” label, reshape global perceptions of Pakistani products, and support small and medium enterprises (SMEs) in developing globally competitive brands.
Minister Ahsan Iqbal called on the participating CEOs and branding experts to contribute ideas for a unified brand tag for Pakistan that can become the country’s identity in international markets. He emphasized that creating this unified tag is essential for positioning Pakistan distinctly in the global marketplace.