Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2024

Date of Submission

2024-09-09

Advisor

Shahzeb Ahmed Hashim, Lecturer, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Nation Branding, Soft Power, Incredible India

Abstract

Pakistan is a country which has always found itself in a state of perpetual crisis. This paper explores how the country can leverage its internal and external potential to establish an effective and marketable nation brand amidst political, economic, and geopolitical turbulence. Against the backdrop of Pakistan’s ongoing economic instability and geopolitical challenges, the research investigates the country’s geopolitical imperative, its tourism and investment landscape, and the exorbitant potential for growth that Pakistan offers, proposing that a coherent nation branding strategy could serve as a vital catalyst for economic recovery and international credibility. Drawing on Kaneva’s three conceptualizations of nation branding—technical-economic, political, and cultural-critical—this paper examines how an integrated nation brand could help Pakistan foster foreign investment, enhance tourism, and ultimately, boost exports.

The paper uses a case study approach to understand India’s ‘Incredible India’ campaign, identifies metrics for the development and impact of a successful nation branding effort, and applies these insights to Pakistan's unique context. Additionally, the study critically engages with Pakistan’s National Tourism Strategy 2020-30 and the ‘Salam Pakistan’ campaign, identifying areas where policymakers can enhance brand cohesion and perception. Primary data from expert interviews with public diplomacy professionals, policy analysts, and economists further supports this analysis. Ultimately, the study provides a framework for a unified nation branding strategy that could strengthen Pakistan’s global image, stimulate economic growth, and create a favorable environment for long-term development.

Pages

50

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