Abstract
Since last four or five decades financial aid has remained a major source of finance for underdeveloped and developing countries. Despite giving impressively large amount of aid donors are disappointed in getting to the mark of achieving the good image and favourability from beneficiaries. Hence to create awareness and developing good image amongst the recipient nations, donors have started financial aid branding (Reinhardt, 2010). The basic intent of the present study is to investigate the rationale and impact of financial aid branding to shape public perception about donors. This inquiry is informed by qualitative inductive approach based on semi-structured interviews, conducted from a sample of twenty four Pakistani citizens.The research findings revealed that USAID is the most popular donor amongst Pakistani nation because of intensive branding strategy as compare to other bilateral aid donors. USAID is making its contribution visible through all possible mediums (electronic and print media). The most prominent strategy used is to adhere USAID logo on all items that recipients receive under USAID grant, with a prime motive to revert negative sentiments of Pakistanis and win their minds and hearts. The results exposed that branding have somehow positive impact on people sentiments. But minds and hearts of people, who are well aware of the underlying motives of America, cannot be easily compelled to believe otherwise.
Highlights
Foreign aid has always remained a major source of funding for underdeveloped or developing countries
USAID started its proper branding after tsunami hit of 2004 about 12 to 13 years ago and on average people get aware of USAID brand in Pakistan since last 7 years
This indicates that their branding strategy has worked out appreciatively in Pakistan
Summary
Foreign aid has always remained a major source of funding for underdeveloped or developing countries. The tormenting point major donors observed is that despite giving such huge amount of aid they miss the mark of getting credit and good name amongst recipient nations specially where donors’ image is not good. As media is a powerful tool that portrays image of other countries in a striking way. The branding of financial aid by donors is a significant area but has limited literature. The current study is conducted to explore the public perception about strong financial aid branding and its impact. Findings of this study may help the policy maker and academia to understand the impact of strong financial aid branding. In addition the donor may understand the public perception of financial aid branding in Pakistani market
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