Abstract/Description
Pakistan is facing a multi-dimensional attack on its country image. While it is imperative to triumph over negative factors causing Pakistan’s bad country image, it is also necessary to explore additional images to strengthen favorable associations with Pakistan and support a distinguishing image. Such image will be beneficial for increasing tourism, foreign investment, exports of goods/services and generating favorable condition for achievement of economic and other strategic objectives in the world. Corporate image is one such image. But what are the optimal corporate brands for image transfer to build Pakistan’s country of origin (CoO) image overseas? This research aims to explore optimal corporate brands of Pakistan to build their CoO image in light of the consumer-related and company-related factors identified by Gotsi(2011). Most difficult challenge to achieve the aim is a fact that Pakistan is largely exporter of raw material/commodities not corporate brands.
Design methodology: We have used mixed method to explore potential categories of goods/services containing corporate brands. Subsequently, the explored corporate brands have been assessed in light of factors that influence image transfer from corporate brands to their country of origin.
Findings: Corporate brands, such as, Habib Bank, Bank Alfalah, United Bank, National Bank of Pakistan, MCB Bank, Lucky Cement, DG Khan Cement, Fauji Cement, Attock Cement, Bestway Cement have been explored as optimal corporate brands for image transfer to build Pakistan’s country of origin image.
Limitations: The best research methodology to achieve this objective is to conduct surveys in foreign countries to know what consumers of Pakistani corporate brands think in terms of consumer-related factors. In the light of this survey, we would be in a position to provide conclusive evidence about optimal corporate brands to build Pakistan’s CoO image. Such type of research methodology is costlier both in terms of money and time. As a first step in this direction, we have done this exploratory research.
Implication: This research generated a need to take next step, which is to develop a detailed survey and conduct it in the relevant foreign countries to come up with conclusive evidence from which to determine a particular set of brands to build Pakistan’s CoO image. The Government of Pakistan is well suited to take the initiate. This less expensive research is a precursor for the subsequent research.
Location
Room S2
Session Theme
Session 5b: Parallel Sessions: Society and Marketing
Session Type
Event
Session Chair
Dr. Pervez Ghauri, Dr. Kriengsak Chareonwongsak
Session Moderator
Mr. Jami Moiz
Start Date
6-5-2012 11:25 AM
End Date
6-5-2012 11:55 AM
Recommended Citation
Hussain, I. (2012). Parallel Session: Building Pakistan’s country of origin image through the corporate image: exploring optimal corporate brands for the image transfer. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day2/10
Included in
Parallel Session: Building Pakistan’s country of origin image through the corporate image: exploring optimal corporate brands for the image transfer
Room S2
Pakistan is facing a multi-dimensional attack on its country image. While it is imperative to triumph over negative factors causing Pakistan’s bad country image, it is also necessary to explore additional images to strengthen favorable associations with Pakistan and support a distinguishing image. Such image will be beneficial for increasing tourism, foreign investment, exports of goods/services and generating favorable condition for achievement of economic and other strategic objectives in the world. Corporate image is one such image. But what are the optimal corporate brands for image transfer to build Pakistan’s country of origin (CoO) image overseas? This research aims to explore optimal corporate brands of Pakistan to build their CoO image in light of the consumer-related and company-related factors identified by Gotsi(2011). Most difficult challenge to achieve the aim is a fact that Pakistan is largely exporter of raw material/commodities not corporate brands.
Design methodology: We have used mixed method to explore potential categories of goods/services containing corporate brands. Subsequently, the explored corporate brands have been assessed in light of factors that influence image transfer from corporate brands to their country of origin.
Findings: Corporate brands, such as, Habib Bank, Bank Alfalah, United Bank, National Bank of Pakistan, MCB Bank, Lucky Cement, DG Khan Cement, Fauji Cement, Attock Cement, Bestway Cement have been explored as optimal corporate brands for image transfer to build Pakistan’s country of origin image.
Limitations: The best research methodology to achieve this objective is to conduct surveys in foreign countries to know what consumers of Pakistani corporate brands think in terms of consumer-related factors. In the light of this survey, we would be in a position to provide conclusive evidence about optimal corporate brands to build Pakistan’s CoO image. Such type of research methodology is costlier both in terms of money and time. As a first step in this direction, we have done this exploratory research.
Implication: This research generated a need to take next step, which is to develop a detailed survey and conduct it in the relevant foreign countries to come up with conclusive evidence from which to determine a particular set of brands to build Pakistan’s CoO image. The Government of Pakistan is well suited to take the initiate. This less expensive research is a precursor for the subsequent research.
