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National Branding One of the issues that every society might be facing would be that of conflict of interest, ideologies

and realities. The last century has witnessed so many calamities on the basis of ideologies. Starting from the World Wars, to the downfall of the communist ideology, this world has witnessed a never ending rat race to establishing what the best way of living is. Post 9/11, we have seen a new ideology come on top, and that being the Islamist ideology. This is not different from the other in the sense that it also condones the rest. This mind set then propagates a society of intolerance and biases. Due to globalization, the borders are becoming irrelevant day by day, and it is leading to more cultural exchange than ever before. Having said that, we also notice that its also creating a society with bi-polar mind sets mind sets in which people have a divide amongst themselves. Countries were founded on a certain values, and then there are people who develop their own. With bi-polar mind sets, this then leads to disagreement and disengagement. The issue thats the burning topic in my country, Pakistan, is that of the disengagement between the two extreme of the spectrums, i.e. Leftist (liberals) and Rightists (Conservative). The problem here is that there are extremes of both the spectrums and they just condone each other. That is why because of various cultural conflicts, ideological conflicts and economic issues, Pakistan has been ranked as one of the most unstable states in the world. Branding in this case, according to some might become irrelevant, but then again it is the perception that creates the brand. Pakistan today, whatever problems it may have, can have them solved with proper strategic planning, and with passion for country. In my opinion, this planning should shed some light on some of the most crucial factors, which are as follows; Democracy as the first step: Democracy is what has led countries into becoming nations. It is the single most important factor that has changed the philosophical mind sets of people today. People are well aware of their rights and demanding them in almost every part of the world. Sadly a proportion of people confuse democracy with populism where the majority rules. Democracy specifically has a huge proponent of it based on justice and minority protection. If justice will not be concrete, then we may not be able to witness a civilized society. An example of USA could be taken in this regard, as they have spread democracy on all fronts, while maintaining their cultural values. Pakistan is fairly young in this democratic process, but then again, it is an evolutionary process which will show true results in time.

De-polarization: De-polarization should be of utmost priority in the national agenda. This would mean that a conscious effort would be made to converge the ideological differences. A moderate approach should be adopted in which people would be tolerant of each others realities. End of Corrupt mind sets & Promotion of Social justice: Even though one wishes to go all Mao on these corrupt people, who have plagued the society, he/she must realize the fact that violence can never be the answer that switches mind sets. It is, and always has been rational reasoning. One must lay the most basic foundations of law and order in the society and make sure people abide by that. If anyone chooses not to, then action must be taken to maintain the civil decorum. Justice must be maintained on all grounds irrespective of religion, cast, creed and race. Tourism: Tourism could be the single most influential factor which could reinstate the positive image of any country. Like Incredible India Campaign, or the Beautiful Bangladesh Campaign, Pakistan could have its own Positive Pakistan Campaign, in which it could publicize the beauty of its landmarks and culture. The Indus Valley civilization is as old as the Egyptian civilization, which dates back to almost 5000 B.C. Pakistan has some parts of that civilization preserved in Moen jo Daro and Harrapa. These could be fascinating Land Marks for tourists as well as for anthropologists from around the globe. Besides cultural and historic significance, Pakistan can also bank on beautiful landmarks in the northern areas. The Swat and Azad Kashmir have some of the most beautiful sceneries. Baluchistan, which is the most deprived province of Pakistan, has so many resources and beauty that go unnoticed. Karachi and Gawadar could have beach resorts, which would again be a source of attraction for tourists. Medias Social liberalization: Media can be great source of inspiration and enlightenment of people. If used correctly, then media can truly serve the purpose of propagating a positive message. If media starts running campaigns on issues like Nationality, Positivity (of thought) reinforces it (and achieved success), and lets learn to believe, then surely people can get the inspiration for hope. Promotion of Media and Arts: Countries which lack behind in their information wing, suffer. It can be seen that Pakistan has not been effective in communicating their messages across forums, primarily because its media was liberated almost half a century after its independence. Unless there will be freedom to think and express, nations will continue to fall in this pitfall known as dogma. Art is the best way to express ones desires and thoughts. If Pakistans theatres and film industry would be promoted, then linked with this, other industries will also flourish. Our local theatres have amazing talent and if given the right resources, they can make this

industry boom. Another industry which is currently booming is that of fashion. Linked with that is the textile industry which is doing well. If Pakistan can manage to produce an international star, which could be Pakistans ambassador to different countries, then that will also help reinforce the positive image about the country. For instance a Pakistani version of Shah Rukh Khan- now that will be worth a buzz! Pakistani music is something very unique and accepted around the globe. Pakistan has produced the likes of Ustaad Nusrat Fateh Ali Khan, Mehdi Hasan, Begum Noor Jehan, Abida Parveen & Junoon, who have made a name for themselves internationally. But the biggest issue that they face is the lack of opportunity within the country. If our film industry were to be working well, then these musicians would be getting a lot of play back opportunities, and hence would promote the Pakistani pop culture across the borders. Art can be one of the most influential factors for improving relations across all forums. Remove pessimism: It is high time that nations build the courage to accept their flaws, instead of being in denial. It is because of the dogmatic traditions that some parts of the society have alienated themselves from the world. Now cultural heritage is good to the extent that it doesnt suffocate any person, and change is acceptable to the extent that it doesnt hamper anyones moral grounds. There is a fine line between the two fronts. Those nations succeed which are able to detect their short-comings and move on, as well as keeping their social values intact. It is a job which needs to be dealt with, with immense tact and patience. The ills like women suppression and early marriages must be condemned in every society and public service messages for awareness must be run across cities and villages. Religious extremism and racial buggery must be condemned and a society of mutual respect must be established. Tolerance is the key to achieving all these objectives. This can be achieved by investing in the single most important thing of all; Education. Education is the tool that has revolutionized entire nations. Promotion of education must be done and even incentivized. A message if world peace and environment protection must also be a part of different campaigns. If country is portrayed as peaceful, then it automatically creates a positive impact on its image. Portray diversity as strength: Diversity should be something that must be used fully to a nations advantage. Pakistans brother state, India has done it very wisely. Pakistan, instead of advocating one single ideology, should encourage diversity as that is what ends discrimination and builds nations. Tolerance again, being the key factor in this, and either extreme of the spectrum must be discouraged, as they (extremists) then start propagating hate and bigotry.

Resolve Disputes: The mainstream issues such as in Balochistan and Kashmir must be given utmost priority as far as the foreign policy is concerned. As long as any country has severe internal conflicts, its growth opportunity dampens. Other than that the sectarian violence which is present in the backward areas of the country must be fdealt with, with immediate effect. Regional Branding (USSA): The whole region must learn from what Western Europe has done. If Pakistan, India, Bangladesh and Sri Lanka were to form an alliance, then surely their position in the international arena would have a higher weightage. If they were to forget the past mistakes and grievances, and decide to look forward, then surely, a lot of their issues would be solved. United States of South Asia! The conflict of ideologies is an issue which is present in a lot of countries. The degree of it differs. As long as rational people exist in a society, then these problems could be addressed to. But if intolerance and hate were to take over, then even the trivial of problems can be fatal for the entire nation. According to me, as long as a country has passionate people with it, no matter how tainted its brand already is, there always is a way. If you dont agree with me, see Pakistan in 20 years.

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