Lack of BRANDING hurts Pakistan!
We use brands to project who we
want to be in the world, how we want people to perceive us and how we want to
feel about ourselves. Do you know Pakistani brands stand nowhere globally? Some
popular Pakistani brands stand nowhere in Pakistan as well.
Dawlance reliable hai... What about its global distribution
and what about Super Asia?
I think Shan and Mehran Masalas
are one of the most popular exported brands for desi homes in abroad. Why foreigners
aren’t purchasing these Masalas? Is it because of poor positioning of brand? Or
marketers didn’t think globally before act globally. Do you think only change
in language is enough to compete local markets globally? Answer is very simple.
Going abroad simply because the domestic market has little
or no growth is a bad reason for expansion. Pakistan’s cosmetic brands Christine, Medora, Atiqa Odho are
one of such examples. People prefer to get branded global products rather purchasing
local items. It doesn’t mean these local brands have no standard.
"Pakistanis love to emulate the west by buying and importing western brands: we do not wear products made in our own country, as they are perceived to be inferior in quality", a customer said.
As far as fashion clothing is concerned. There are lots of successful
branded names in Pakistan, but have very little exports. You may find very
cheap and affordable MADE IN PAKISTAN Jackets, T shirts, Shirts, Lawn suits in
USA, Europe and UK with different names. Same clothing; same values, but
addition cost; no extra efforts for brand.
Pakistan is one in those countries
who exports Asia’s King of fruits (Mr. Aam or Mango). In Pakistan, 250
varieties of mango are found while most important commercial cultivars of Pakistan
are Dasehri, Anwar Ratul, Langra, Chaunsa,Sindhri,Maldha, and Fajri. It’s irony,
no worth mentioning Brand!! If company of California “Lagnese” sells honey globally,
then why shouldn’t Pakistanis do such things? Why mango farmers are far behind innovations.
India exports more than 50 types of mango juices; they packed Mangoes in tin
for long lasting, Mango pulp with different ingredients, Mango chutnis and so
on.
Pakistani people have talent in making
bedding covers, carpets; Shawls; sweaters, home décor items. The first thing before
exporting materials to other countries is to learn and respect their local
culture as well and become part of it. Just change your ideas a little bit, paste
their famous tatos, arts on bed covers, shawls. People like their culture not
yours. It’s simple as this, people like Chinese foods while sitting in their
home country not in China.
Out of 20 biggest global brands, 15 are from USA. You know
why, because they plan each and every thing. So please think globally, before
planning globally. Avoid the standardization trap, change yourself. Remember
that consumers buy the same product for different reasons in different
countries. STAY TRUE TO YOUR BRAND AND BE CREATIVE !
Aqib Maniar
