By Faiza Tehseen ISLAMABAD, Feb 11 (INP-WealthPK): Nation branding has become an international parameter to measure global perceptions of countries: foreign investments, economic policies, governance, exports, immigration, tourism, people, culture, etc. The concept of nation branding was launched in 2005, and is now followed by 60 countries as a standard. At the international level, nation brand valuation (NBV) is based upon the expected GDP of a country forecast by the World Economic Outlook of the International Monetary Fund. Foreign direct investment (FDI) cannot survive in a country without proper nation branding. Brands and products act as envoys of their respective countries. For example, France is famous for its sweet scents, Italy for its stylish dresses, Turkey for amazing cots, Kenya for tea, Brazil for its friendly people. Countries like Costa Rica and Estonia have had their economies prosper by putting the nation brand theory into practice. Dubai can be quoted as another successful example of achieving ‘brand Dubai’ status after tactful planning and effort. The rich strategical policies have made it a hub for all the sea-bound trade of the region. The Emirates is also a major transit point for international travellers. Unfortunately, unlike these countries, Pakistan – a multi-ethnic, multi-cultural, religiously tolerant and resource-rich country – has yet to craft a policy to build itself into a brand that is marketable and campaign-able, especially in the offshore markets, despite having lots of strengths. Pakistan is famous worldwide as a manufacturer of surgical instruments, leather garments, cutlery, sports goods, cotton, etc. Most of the world’s famous branding companies outsource Pakistani manufacturing units for production of their brand materials. An increase in GDP, revenue and a handsome foreign exchange can be earned through proper nation branding, but in its absence, Pakistan earns only as a producer while the brand origin country earns in a true way. Pakistan has much more to offer in a branded form e.g., Sindhri mango, Basmati rice, Sindhi Ajrak (shawl), and renowned personalities in the spheres of science and sports. Pakistan could be considered as one of those countries that enjoy a handsome revenue, GDP and foreign exchange only due to the goodwill of their national brand. The example of Pakistan’s iron friend China is no doubt worth being quoted concerning its economy. The high-profile initiatives taken by the Chinese Government proved as a shoulder pat toward the success story of achieving well-ranked position in brand nation list. According to the world ranking in 2021 concerning “brand nation”, the United States and China still remain in league of their own by claiming the first and second ranks respectively in the index of top ten brand nations same like the previous ranking but with different value additions. In spite of great economic change (due to the pandemic), the US has recorded a 5% brand value increase to US$ 24.8 trillion while China got an uptick of 6% in nation brand value with an increase of US$19.9 trillion. The United States and China both have successfully defended their ranking and economic recovery after pandemic. China is the star among nations to get quick economic recovery amid COVID-19. China was the only nation to register positive GDP growth at the end of 2020. China has proved itself exemplary by reframing its soft power. Source: https://brandirectory.com/rankings/nation-brands/. The following table shows the top ten brand nation countries’ ranking in bars.  Pakistan is a resilient nation as it has surprised the world by successfully sailing out of crises. Pakistan is a state that refuses to fail in challenging conditions. Only there is a need for tactful planning. The public relations officer of the Sialkot Chamber of Commerce and Industry (SCCI) Tajamul Hussain told INP-WealthPK that the trader community in the city anxiously wanted Pakistan to become a brand nation, and also take adequate measures to train the manufacturers to meet the international quality and standards, especially in the case of China. “Robust trade relations between Pakistan and China under the CPEC will take the relationship to new heights,’’ he said. The Ministry of Planning and Development states in the Pakistan Vision 2025: “It is our ultimate desire and objective to see Pakistan among the 10 largest economies of the world by 2047, the centennial year of our independence. To make Pakistan a brand nation and the next Asian tiger are the foundational elements of the vision.’’