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Parallel Session: Building Pakistan’S Country Of Origin Image Through The Corporate Image: Exploring Optimal Corporate Brands For The Image Transfer, Ishrat Hussain
International Conference on Marketing
Pakistan is facing a multi-dimensional attack on its country image. While it is imperative to triumph over negative factors causing Pakistan’s bad country image, it is also necessary to explore additional images to strengthen favorable associations with Pakistan and support a distinguishing image. Such image will be beneficial for increasing tourism, foreign investment, exports of goods/services and generating favorable condition for achievement of economic and other strategic objectives in the world. Corporate image is one such image. But what are the optimal corporate brands for image transfer to build Pakistan’s country of origin (CoO) image overseas? This research aims to …
Keynote: The Role Of Marketing In Economic Development And Business: Trends And Challenges For Pakistan, Mushtaq Luqmani
Keynote: The Role Of Marketing In Economic Development And Business: Trends And Challenges For Pakistan, Mushtaq Luqmani
International Conference on Marketing
This paper examines the role of marketing in economic development and business for developing countries and the marketing challenges for Pakistan within the context of some key emerging global trends.
Keynote: Branding A Nation In The 21st Century, Kriengsak Chareonwongsak
Keynote: Branding A Nation In The 21st Century, Kriengsak Chareonwongsak
International Conference on Marketing
The concept of a ‘’Nation as a Brand’’ is not new, but has already been a historical reality. In the 21st Century however, it is necessary for each country to pay much more attention to this topic due to the greater and increasing interconnectedness and globalization of our world in every aspect; economically, politically and socially, as illustrated by the KOF Index of Globalization in 2011 which collected the data of 186 countries from 1970 to 2008, concluding that our world is more globalized (KOF Swiss Economic Institute, 2011).