Topic: Brand Pakistan: What is Pakistan's Image?
Event Format:
Panel Discussion & WorkshopDate:
Tuesday, March 13th, 2007Timing:
4:30pm to 9:30pmVenue
: SAIS, John Hopkins, Washington, D.C
“Branding Pakistan,” by the Association of Pakistan Professionals and co-hosted by the South Asia Studies Program at the Paul H. Nitze School of Advanced International Studies (SAIS) of Johns Hopkins University will be held on March 13th, 2007.
This will follow the first program that was held on
June 3rd, 2006 at Asia Society and Museum in New York City.
Moderator:
Shaheryar Azhar is an international banker who has been moderating an email forum for the last ten years and hosts a television program in URDU from New York for ARY that deals with current political, economic and social issues.
Speakers:
The panel discussion will consider the geopolitical and development challenges facing Pakistan, the coverage of Pakistan in the media, and the perceptions of Pakistan’s image, especially as an ally in the war against terror. It will lead into recommendations on the development of a new brand image and positive brand image, through a workshop that has been structured to elicit ideas and action plans with participation from the attendees.
Ken Ballen
is the President of Terror Free Tomorrow, a non-profit organization that is dedicated to finding effective polices that win popular support away from global terrorists and extremism.Bill Black
leads the public affairs work of Fleishman-Hilliard, one of the top companies in the communications industry, and has worked on issues pertaining to Pakistan.Pamela Constable,
the deputy foreign editor at The Washington Post, was the paper's South Asia bureau chief from 1999 to 2002 and wrote a book, Fragments of Grace, about her experiences in the region.Lisa Curtis
is the Senior Research Fellow for South Asia at the Heritage Foundation and she has also worked in the U.S. government on South Asia foreign policy in a number of capacities.Asad Naqvi who is the Director for Acquisitions & Investments at TRG, a leading global BPO company with back-office facilities in Pakistan, the Philippines and Senegal.
BACKGROUND
From a media perspective, Pakistan continues to struggle with negative brand perceptions that inhibit its growth potential. Dr Ishrat Hussain, ex-Governor of the State Bank of Pakistan, summed up this problem as follows:
"At the moment, there is no brand called ‘Pakistan’. What we do have are disjointed, largely negative, fragments of our country’s attributes, which form the basis for the world’s judgment…these negative images are—unfortunately—ingrained in our own minds as well, hence making our task all that much more difficult. Recent geo-political and terrorist events have rendered this image all the more vulnerable. But in conducting a SWOT analysis, we should take this geo-political baggage as a given and work around it, rather than continue to wade in areas of controversy. Successful marketing is a function of how well the strengths are used and built on. It is important for us to be aware of our weaknesses and the threats, but even more important to channel our strengths towards seizing the opportunities."
OBJECTIVES
This event addresses the reality of a non-existent or negative brand image for Pakistan as well as aims to start the development of a new positive brand image. During this event, we will (a) discuss the current perceptions and brand issues that Pakistan struggles with, (b) identify attributes that can help shape a positive brand image, and (c) brainstorm implementation program that will recognize the need for collective and sustained effort.
FORMAT
The event will be kicked off by a 1-hour Panel Discussion during which 4 distinguished speakers will share their insights into the problems we face as well as perspectives on how brand issues have been addressed successfully by others. The agenda of the 3-hour Workshop, that will follow the Panel Discussion, has been structured carefully to allow us to get feedback and participation from attendees and generate constructive ideas and action plans.
ABOUT US
AOPP, founded in 2001 and comprising 500 members, is a independent organization focused on helping the US Media develop a informed view of Pakistan in particular and the South Asian region in general. We interact extensively with mainstream western media, think tanks and professionals and students organizations in the USA. Besides actively monitoring and responding to media coverage, we conduct events on media awareness and key issues facing Pakistan.
