Quantification of country images as stereotypes and their role in developing a nation brand: The case of Pakistan

Abstract

The present article aims to identify the stereotypical country images of Pakistan held by students (foreign and local) studying in seven Chinese universities. The article employs a mixed qualitative–quantitative methodological approach, specifically questionnaires with open-ended question, to quantify stereotypical country images and assess their favorability. Preliminary research findings reveal that the majority of the stereotypes attributed to Pakistan are overwhelmingly unfavorable. This means that the image of Pakistan is overall associated to religious threat (Islam, extremism and terrorism), internal crises (Muslims, poverty and instability) and a threat to regional peace (War, bombs and nuclear power). It was determined that stereotypes associated with Pakistan are predominantly influenced by Pakistan’s role in being the central battle ground where the war against terrorism has been fought for over a decade. The study of country images as stereotyped images would assist in confining the image problem encountered by countries suffering with sustained crises situations by excluding superfluous details and help in designing more focused branding campaigns pertinent to the prevalent issue, event or idea. As a managerial recommendation nation branding experts is advised to consolidate public opinion over country image in order to better prepare nation branding strategies.