Branding has become the most important discipline - outdistancing accounting, engineering, human resources, etc. In the 1950s, the US corporations realized that without proper branding they could not survive. In 2014, Coca Cola was still the most valuable brand in the world - valued at US$ 80 billion (approx). Now Coke has lost its perch to the technology brands. In fact, Coke is losing 1% brand value each year. In 2018, the most valuable brand was Google (US$ 286 billion), Apple (US$ 279 billion), Amazon (US$ 165 billion). Coke was down to No. 12 (US$ 78 billion). Brand value variation exists - whether one believes brand, inter-brand, etc. In the last decade, with the proliferation of social media, branding has exploded. It now relates to everything - products, services, politics, politicians, entertainment, countries, individuals, religions, social causes, love affairs or love spats, etc.
Imran Khan (IK) has emerged as an internationally recognizable brand. When the name IK is mentioned, people take note. When IK speaks at conferences, local or international, people listen. The IK brand has evolved in four specific areas, contributing to the composite IK brand of today.
The sporting brand
In 15 years of international cricket, IK emerged as a premium sporting brand. He could bring the crowd on its feet at the Oval or Lords. In the era, there were other great cricketing brands like Brian Lara, Viv Richards, Sachin Tendulkar, etc. IK equalled them. Of course he never became as rich as Roger Federer or Tiger Woods. In those days, sponsorships and endorsements were scarce. But, slowly, the IK brand was gaining value. The infamous legal spat between IK and Ian Botham and Alan Lamb really stemmed from the fact that IK was an aristocratic brand while Botham and Lamb were street urchins brand.
The 'ladies man' brand
In the 20th century, two of the greatest lovers have been Pakistanis - Prince Aly Khan in the 1950/60s and IK. Prince Aly was the 'lover par excellence' of Europe. Women swooned over him - even Rita Hayworth. Prince Aly Khan died in a road accident - in a low slung sports car with a beautiful girl, Bettina, by his side. A befitting death for Europe's greatest lover. JFK, who womanized indiscriminately was never a 'lover'. Once Jacqueline Kennedy handed a ladies garment to the White House maid saying "Throw this away - it's not mine". In his Heyday, IK could bowl over any woman (pardon the phrase). The British were greatly impressed - here was a Paki who was beating them at their two favourite sports - Cricket and the Boudoir. Once while India/Pakistan Test match was being played in Mumbai, Zeenat Aman, the actress, sitting in the box seat, sent a message to IK suggesting something naughty. History does not record the outcome. Zeenat by her own admission admits to sleeping around to gain advantage in the cut-throat Bollywood business. There is no doubt that all this romance added hugely to IK's brand equity.
The philanthropic brand
IK has the ability to raise tons of money for charitable causes (read SKMH). People vote with their wallets and cheque books. IK can touch the hearts and souls of even poor people. I have seen poor people reposition their budget to donate to SKMH. Only two people in Pakistan had this ability - IK and Maulana Edhi. The philanthropic side of IK has added a different kind of value to the IK brand.
The political brand
A cynic once said "Eventually all political lives end in failure." The only recent exception being Lee Kuan Yew. Even Nelson Mandela was partly a failure because his successor created an economic disaster. IK is now leading one of the most difficult to govern countries in the world. But he is trying against great odds. The fact that he dislodged the Sharifs and the Zardaris is in itself a feat. But, if the above named spend US$ 3 billion each (peanuts for them), in their defence and opposition to IK, the going will be tough. Even Fox news has nominated IK as one of the 10 Most Potentially Influential People in the world. IK's political brand is evolving. Only time will tell.
(The writer is the former Executive Director of the Management Association of Pakistan)
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