Nation Branding : Using Food as an Element of Place/Destination Brand

Abstract

Branding literature is now getting more diverse with the introduction place branding concept. However much work in this area is done for tourism industry. This research provides an insight about the basic concept of branding, nation branding, destination branding and gastro-diplomacy. It firstly discusses what basically a brand is and its types. Then it provides an insight about the basic concepts of place branding and how different it is to brand product vs branding a whole nation. It also gives an overview of the challenges a nation might face while branding itself. In addition destination branding is also discussed as a part of nation branding. Furthermore the research analyzes how a national cuisine can be used as an element of place brand. World’s famous cuisines are firstly discussed and then a brief account is given on Pakistani cuisines. An exploratory research was preferred because very less academic work was found to be done on nation branding and using food as an element of nation branding in Pakistan. Convenience sampling was done and interviews were conducted within the twin cities. The main aim of the research was to explore the awareness level of Pakistani consumers regarding basic concepts of branding and place branding. In addition there was a need to explore the awareness level among Pakistani consumers regarding their national cuisine. The final aim was to determine the commitment level of consumers in using Pakistani food to build a better image of Pakistan. The findings of the research showed that Pakistani consumers were aware of the core branding concepts and they had some idea about place branding as well. Majority of the respondents believed nation branding and destination branding to be the same concepts. In addition they were quite aware of their national cuisine and they were also committed to brand their food if they were provided with an opportunity. Recommendations were based on data collection and analysis. As many negative attributes were associated with the Pakistan so a lot of work is needed to be done in both private and government sector. In addition Pakistani youth which is quite aware and has an easy access to information should play their part in creating a positive image of Pakistan. Academicians in Pakistan need to research more about the phenomena of place branding to give more insights in this area. This research explores how food can be used as an element to brand a whole nation. Pakistan’s perspective is taken into account in which an effort is made to explore the awareness and commitment level of Pakistani consumers in branding its cuisine.