FOUNDER & CEO
Brands Foundation
Brands of the Year Award
The Exhibitor Group of Companies

SHAIKH RASHID ALAM

rashidalam@live.com

/shaikhrashid.alam

At the very outset, I want to bow down my head in front Almighty ALLAH that he gave us such proficiency that we are going to proudly organize the 6th edition of Brands of the Year Awards. Here, I want to mention that behind such enormous achievement there is an untiring and outstanding determination of team Brands foundation, who always remains prepared for projecting their best at any cost.

I offer my profound felicitations to all countrymen while sharing the blissful news that Brands Foundation of Pakistan has been granted the "Permanent Observer Status" at World Intellectual Property Organization (WIPO), the specialized agency of United Nations and has also been credited with the membership of EFQM The European Foundation for Quality Management in 2013. These are indeed exceptional privileges ever been earned by any Pakistani organization to be included in the group of few most coveted national NGO's selected by WIPO for the "Accredited Permanent Observer status" in its long 45 years of history and recognized by EFQM through its membership by virtue of its professional contributions.

We are grateful to Almighty Allah that Brands Foundation has proved to be the leader and most successful national non-governmental organization to achieve these remarkable milestones because of its objective and result oriented activities for promoting brand equity development and branding excellence for real economic drivers of Pakistan.

WIPO observer status and EFQM memberships are important recognitions for Brands Foundation as it give us the opportunity to engage governments, corporate, business and civil society on vitally important current discussions taking place in WIPO and implementation of the world most strategic management excellence model of EFQM in private and public sectors. WIPO is dedicated to developing a balanced and accessible international Intellectual Property (IP) system, which rewards creativity, stimulates innovation and contributes to economic development while safeguarding the public interest. Whereas, EFQM is committed to management excellence in whatever we do in our organizations.

History has demonstrated that the most notable winners usually encountered heartbreaking obstacles before they triumphed. They won because they refused to become discouraged by all sort of circumstances. With this as the guiding principle, once again we make a commitment to keep the flag of Pakistan high at every forum with an unwavering trust on the future of Pakistan.

Our national image has long been dominated by negative perceptions, however the uniqueness of the nation brand identity of Pakistan is questionable and over the decades, we have not been successful to portray its best face to the world. While campaigns like "Pakistan the Asian Tiger" and "opportunities unlimited" which unfortunately backfired and have not been able to convince the people, both inside and outside the country.

It is time that Pakistan leaves no stones unturned in terms of presenting to the world that its future is signified by world class skilled human resources, enormous agriculture base, state of the art infrastructure for IT , Telecom and Banking sector, or Karachi's fast-paced commercialism, lucrative foreign investment policy, availability of deep sea ports etc. Otherwise, Pakistan's global image might further go on a downward spiral.

In view of the current global economic affairs we have to get serious and work on war footing basis to uplift the national brand image of Pakistan. Pakistan needs to put up sustained efforts to enhance its global perception on the aspects of exports, cultural heritage, tourism, governance, immigration and most of all, its people.