Sunday, October 21, 2018

Brand Finance 2018: Brand Pakistan Value Jumps 15%

Pakistan's brand value has jumped 15% to $196 billion in 2018, up from $171 billion in 2017, according to Brand Finance's Nations Brands Report 2018. The report ranks Pakistan at 51 among 100 nations ranked. It gives Pakistan an A brand rating on a scale from AAA+ to CCC-.

It is remarkable that Pakistan's brand value has increased by double digits and the country still ranks smack in the middle of the 100 nations ranked in spite of a concerted western and Indian media campaign to destroy its image.

Top 100 Most Valuable Nation Brands. Source: Brand Finance

The brand value of a country is an attempt to quantify its national image in the global marketplace. It encourages inward investment, adds value to exports, and attracts foreign tourists, according to the report.

Pakistan ranks ahead of 49 countries including Hungary, Slovakia, Egypt, Luxembourg, Bulgaria, Croatia, Serbia, Lithuania, Latvia, Estonia, Iceland and Cyprus. Among South Asian nations, Pakistan (51) ranks behind India (9) and Bangladesh (39) but ahead of Sri Lanka (61) and Myanmar (73).

The United States tops the list with a brand value of nearly $26 trillion followed by China in second place with a brand value of nearly $13 trillion. Germany ranks 3rd, United Kingdom 4th, Japan 5th, France 6th, Canada 7th, Italy 8th, India 9th and South Korea 10th round off the top 10.

Pakistan's brand value has jumped 15% to $196 billion in 2018, up from $171 billion in 2017, according to Brand Finance's Nations Brands Report 2018. The report ranks Pakistan at 51 among 100 nations ranked. It gives Pakistan an A brand rating on a scale from AAA+ to CCC-.  It is remarkable that Pakistan's brand value has increased by double digits and the country still ranks smack in the middle of the 100 nations ranked in spite of a concerted western and Indian media campaign to destroy its image.

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6 comments:

Ashraful said...

Let's put things in perspective. Pakistan (51) ranks behind India (9) and Bangladesh (39).

The Brand value($) of Pakistan is 196 billion up 25 billion which is lowest among the big three in South Asia.

Much behind that of Bangladesh 257 billion up 49 billion and way behind that of India 2159 billion which is up 113 billion.

I would argue that is very poor showing as far as Pakistan is concerned!

Riaz Haq said...

Asharful: "I would argue that is very poor showing as far as Pakistan is concerned! "


And I would argue that it's great showing by a country which is the target of an unrelenting western and Indian media campaign of demonization and slander for decades now.

Here's a piece I wrote about it:

https://www.riazhaq.com/2010/12/pakistans-year-2010-other-story.html

Have you ever wondered if Pakistan is really as one-dimensional a country as stereotyped by the negative torrent of international media coverage that dominated the news headlines in 2010?

Have you ever thought that Pakistanis engage in any pursuits other than as perpetrators or victims of terror that the journalists find the most newsworthy about the world's sixth most populous South Asian nation?

Well, an Indian-American producer Madhlika Sikka on NPR's Talk of the Nation radio did wonder about it when she visited Pakistan this year. In the talk show aired on June 3, 2010, she described the main concerns of young Pakistanis follows:

"I think, that young people are concerned with the same things you'd think young people are concerned with. In fact, when I came home, the immigration officer asked me about Pakistan, and she said, well, what are they thinking about?

And I said, well, I met a lot of young people, and they're thinking about jobs, and they're thinking about the fact that the power goes out regularly, gas costs a fortune. They're really thinking about what their prospects are and the conflict with India, the war on terrorism, isn't at the top of their list."

She summed up her assessment of the current situation in Pakistan in the following words:

"Well, I think that I think that there's no doubt that if you live in a city like Islamabad or Peshawar, certainly where Julie McCarthy was, you know, they live and breathe this tension every day.

But let's take a city like Lahore, where we were just a couple of weeks ago. And last week, there was a huge attack on a mosque in Lahore, 70, 80 people were killed. You can't help but feel that tension, even though you are trying your best to go live your daily life as best you can. And I think that that push and pull is really a struggle.

But one thing I do want to talk about in the, you know, what is our vision of Pakistan, which often is one dimensional because of the way the news coverage drives it.

But, you know, we went to visit a park in the capital, Islamabad, which is just on the outskirts, up in the hills, and we blogged about it, and there are photos on our website. You could have been in suburban Virginia.

There were families, picnics, picnic tables, you know, kids playing, stores selling stuff, music playing. It was actually very revealing, I think for us and for people who saw that posting, because there's a lot that's similar that wouldn't surprise you, let's put it that way."

19640909rk said...

Riaz Bhai

"And I would argue that it's great showing by a country which is the target of an unrelenting western and Indian media campaign of demonization and slander for decades now".

Indian media hardly mentions Pakistan these days... also Indian media is for India's internal consumption- purely. Non-Indians (except Pakistanis, it seems) do not follow Indian media at all.

Maybe it is Indian politicians like Modi and co, who might project it at various international forums....

Chandrakant said...

Sir, you may want to look at the 2018 Multi-Dimensional Poverty Index that just came out.
Pakistan now ranks behind all countries in South Asia in spite of a lower % < $1.90/day.

Riaz Haq said...

Chandrakant: "Pakistan now ranks behind all countries in South Asia in spite of a lower % < $1.90/day."

The MPI report 2018 uses data from earlier years (2012/13) for Pakistan than for Bangladesh (2014) and India (2015/16).

2016 UNDP survey showed Pakistan’s MPI poverty rate declined from 55% to 39% from 2004 to 2015.

http://www.pk.undp.org/content/pakistan/en/home/presscenter/pressreleases/2016/06/20/pakistan-s-new-poverty-index-reveals-that-4-out-of-10-pakistanis-live-in-multidimensional-poverty.html

Chandrakant said...

Sir, sorry but I wanted to highlight and make aware the changes from 2010 MPI report which similarly used data from earlier years.

In the 2010 MPI report (#1 being the most deprived) Pakistan was at 36 position ahead of India(30), Bangladesh(27) and Nepal(20).

In 2018 only Pakistan became more multidimensionally poor and moved to 35 behind Bangladesh(38), Nepal(48) and India(53).

I hope IK will address issues and help people of Pakistan less MPI poor because ignoring it will be devastating.

All the best