The role of corporate social responsibility to create positive positioning in the branding of a country and particular to Pakistan

Sammanfattning: Background: In this highly competitive world countries are working hard to brand them by creating positive image to attract world’s share of business, investment, tourism, students, events etc. There are many factor involved to create soft image of a country like environment, people, tourism, business, governance, politics and others. But one factor, which countries are implementing but not considering as a part of country’s branding strategy that is Corporate Social Responsibility (CSR). CSR is about showing social responsibility for society and environment by corporate sector/companies. Purpose: The purpose of our thesis to focus on relationship between CSR and country branding that how CSR helps to create soft image of a country and become part of country’s branding strategy. We also investigate the case of Pakistan that how CSR can play a role in branding Pakistan by the help of corporate sector in close collaboration with government. Methods: On the basis of our research area we used qualitative approach. The secondary data have been collected through literature review of research papers, magazines, websites and books. The primary data have been collected by conducting interviews and Sweden as case. Result/output: As a result of our research we will present a model of relationship between CSR and country branding in general. Then we also present a customize model for Pakistan. Conclusion and Recommendations: We have interpreted and analyzed the collected data together with the theories and thereafter drawn the conclusion that CSR is successfully adopted by many countries but nor considered as part of country branding. As it is having vital role creating soft image of a country by having positive impact on society and environment, so it must be a part of country’s branding program. To achieve this target, close collaboration of government and corporate sector is necessary. Pakistan’s corporate sector also needs to have collaboration with government to effectively implement the CSR program in the country.