From Commodity to Provenance: Constructing the ‘Pakistan Origin Products’ as a Luxury Terroir Brand.
https://doi.org/10.5281/zenodo.18786116
Keywords:
Terroir Branding, Geographical Indications (GI), Pakistani Origin, Luxury Agro-Food, Co-Created Brand Identity, Perception Gap, Narrative Strategy, Export Marketing.Abstract
Pakistan's finest agro-products have "world-class" quality but are stuck in a commodity chain export model, thereby creating a substantial "perception gap." This mixed-methods diagnosis, by conducting 'thematic' analyses of 47 stakeholder inputs, including a survey of 312 UAE and UK consumers, identifies this perception gap and offers a strategic framework for developing a "Pakistan Origin" luxury 'terroir' brand. Data highlights that there is "baselined" ignorance, a "fragmented" administration structure, and an "enormous willingness" among UAE and UK consumers to pay an "aggregate 40% to 60% markup" for guaranteed “provenance” (geographic indications), 'terroirs & Stories' of provenance, and & luxury packaging. The report ends with the conclusion that there needs to be a paradigm shift from “production focus to ‘brand focus’ in governance” and a “Pakistan Origin Council” needs to be formed to “co-create and manage this identity to convert geographic richness into economic prosperity.”
