Brand reliability fetches demanded price

Former Saarc Chamber of Commerce and Industry president Iftikhar Ali Malik has said that when a brand is trusted, clients don't ask for a discount, instead they ask for its availability.

Talking on Tuesday to a delegation of the Pakistan Marketing Associates and Professionals, led by Chaudhry Ejaz Ahmad Arain, he emphasised that trust was the most valuable asset in a highly competitive global market and it would take years building a reputation through honesty, professionalism and commitment to buyers' satisfaction.

He said once the buyers became confident about the reliability of a brand, they would willingly pay the demanded price because they knew they were receiving quality and value in return. He noted that trust-based branding not only increased sales but also strengthened the overall economy by enhancing exports and attracting investment.

Malik stressed that Pakistani entrepreneurs and industrialists should focus on long-term credibility instead of short-term profits. He urged the business community to invest in product quality, innovation, ethical practices and excellent services to compete effectively in international markets.

Malik cited that successful brands like Interloop, Services, Guard, Chenone, etc across the world had demonstrated that buyers' loyalty was achieved not merely through aggressive marketing, but through maintaining standards and fulfilling promises.