Marketing A Country

The concept of marketing a country has existed in different forms throughout the evolution of human race. However, it has received enormous attention during the last few decades. It was the need for economic development that led the tribes and later on countries into wars. The objective was to capture each other's resources. With the changing times, it took another aspect. The major emphasis of the country marketing had always been to attract global resources for achieving high level of economic prosperity. In 1976, O'Leary and Iredal defined the country marketing as: "designed to create favourable dispositions and behavior toward geographical locations."

Social and cultural relations help to develop the marketing strategies for any country and in return these practiced strategies also shape social phantasm. Weichhart et al (2006) indicated that  marketing strategy is to develop an identity of the country, which is primarily of three types; "identification of, being identified as, and identification with." It primarily becomes the identity of the people living in that country. For example, certain countries are highlighted as dangerous countries to visit merely due to the involvement of its residents in terrorist activities. Although, we cannot generalize, however, people from some countries are more involved in such activities as compared to other countries.

Moreover, the negativity associated with some of the countries especially Pakistan, plays a vital role in keeping the investors and tourist away from a country full of natural resources, historical and tourist attractions. Although, much efforts have been made by the government in the recent past to promote the positive image of the country but the marketing being done against the country is much stronger than the marketing done to promote its positive identity.

The country marketing is also much dependent on the collaboration of the local stakeholders that construct the social accordance and hence help to develop a country. The major tool of the country marketing is based on the a) presence of promotion and circulation unit, and b) positioning of the country's image. The first one relates to the planning and exertion of the promotional strategies adopted by a country, in order to support the specified social, political or trade objectives. Secondly, positioning relates to the disseminating the desired information to be released that may help to develop a certain targeted image of the country. [For example, Silicon Valley in the USA and Bangalore in India, known for technology; Las Vegas in the USA, Venice in Italy and Bangkok in Thailand, known for tourism.

Focusing on Pakistan, the objective of the marketing should be to increase the investment in the economy; both local and foreign. Due to continuing economic and social crises in Pakistan, both the investors have lost their trust in the economic, as well as socio-political setup of the country. Even local investors are preferring to invest in other third world countries, such as Bangladesh, Sri Lanka etc. As highlighted in the World Bank report in 2000, the marketing plan can be adopted in order to achieve three different objectives: 

1. To improve a country's image within the investment community as a favorable location for investment (image-building activities);
2. To generate investment directly (investment-generating activities); and
3. To provide services to prospective and current investors (investment-service activities).

The major flaw in developing the marketing strategy of Pakistan is that the concerned officials have been focusing on developing videos, websites and brochures etc., while ignoring the facts that it does follow traditional marketing principles but has absolutely different requirements. Country marketing is much more than simply promoting the country. Countries have always sensed the need to separate themselves from other countries to ensure their distinctiveness in achieving social, political and economic targets. The careful efforts of the governments contour a definite identity and then promote the country to target markets either internal or external.

Role of the geographic location also plays an important role in marketing of the country. Some countries have natural geographic competitive advantage over others. Fortunately, Pakistan is enriched with all the advantages; from heritage to natural resources - from mountains to deserts. It is a unique land that has the combination of all. But unfortunately, it has failed to constructively exploit all the advantages that nature has given to it.   

In order to generate the positive image of the country, the government needs to invest in physical infrastructure, basic services (basic schooling, health etc.) and on natural and historical attractions. Although the present government of the Punjab has taken up projects of infrastructure development, such as Metro Bus in addition to developing policies to provide safety and security, and better state funded schooling, but to develop the positive image and perception of the country such developments are needed to be evenly distributed throughout the region as well as in the entire country. Moreover, success of the implementation of the policies can only be ensured by active participation of the residents. Furthermore, the gap between public institutions and locals need to be reduced. This will give residents the sense of ownership in the policy development of the government and may strengthen the process of democracy.