‘Pakistani products must focus on branding in int’l market’

A seminar on Brand Power was arranged by the LCCI Standing Committee on Education on Thursday. LCCI Senior Vice President Irfan Iqbal Sheikh was the chief guest while Vice President Mian Abuzar Shad, Convener Standing Committee on Education Abrar Ahmad, Deputy Registrar of Copyrights Imtiaz Ali, co-Convener of the LCCI Standing Committee on Education Umer Saleem, Muneeb Dilshad, Beenish Pervaiz, Fauad Bajwa and Rana Sajjad also spoke on the occasion. The main objective of the seminar was to educate the participants about the importance of creating a unique brand identity for Pakistani products.
The speakers shed light on various aspects of brand development. They were of the view that a little attention toward this area could do miracles as Pakistani merchandise was top of the notch in terms of quality.
There was a consensus that a brand is essentially a promise of value to customers. Building a strong brand leads to awareness and recognition in the product or service provided, which in turn generates increased sales.
They said branding is especially important in export business as it is the one consistent message every potential customer looks at and product branding can make all the difference between failure and success.
Therefore, Pakistani entrepreneurs should concentrate on branding as it not only transforms an ordinary product into a special one but also removes all ambiguities from the minds of buyers. A huge amount of foreign exchange could be earned by focusing on branding of Pakistani products, the speakers said.
LCCI Senior Vice President said Pakistan had all resources in abundance and quality-wise it could match other countries of the world but it failed to get its due share in the world because of poor branding.