LAHORE (PPI) - A large number of UK businessmen are keen to make investment in Pakistan through joint ventures but they could not materialize their plans only because Pakistanis could not establish their brands in the world market. Pakistani businessmen and the government should concentrate on establishing branding culture in Pakistan by focusing more on quality instead of quantity. The branding culture is key to economic turnaround. These views were expressed by UK business tycoon James Kaan while speaking at the Lahore Chamber of Commerce and Industry. LCCI Senior Vice President Sheikh M Arshad, former presidents Bashir A Buksh, Mian Shafqat Ali, Shahid Hassan Sheikh, Zafar Iqbal Chaudhry and former senior vice president Tahir Javaid Malik also spoke on the occasion. James Kaan said that foreign investment could get a boost in real terms if dissemination of all business related information was ensured to potential foreign investors. While stressing the need for more interaction between the two sides, he urged the LCCI office-bearers to arrange a delegation to UK to increase the volume of two-way trade. He said that the UK, being the fastest growing economy in the European Union, has a huge potential for Pakistani businessmen to have joint ventures with their counterparts there. He said that the process of globalization is bringing the people closer and there is a need to learn from the experiences of each other. LCCI Senior Vice President Sheikh Mohammad Arshad said that there was no doubt in it that the United Kingdom, being an active member of European Union, offers tremendous opportunities to Pakistani businessmen but both the sides need well-directed, sector-specific moves to achieve the desired results. He said that Pakistan was particularly interested in transfer of technology but to materialize the very idea the business community in the United Kingdom would have to play their role. He said that exchange of business delegations and holding of single country exhibitions could boost the bilateral trade. These marketing tools need to be studied by the Chambers and the diplomatic missions of the two countries. He said that these are the areas where UK-Pakistan entrepreneurs could sit together and chalk out a comprehensive business strategy for their mutual benefits. Keeping in view the current low level of trade between UK and Pakistan there is a need for more focused efforts for expanding economic cooperation. He invited the UK businessmen to make investment the fields of information technology, telecommunications, infrastructure development, education, and food preservation technologies. Sheikh Mohammad Arshad said that there are a lot of opportunities waiting for the potential investors particularly in the field of textiles and leather. He said that the increase in total foreign private investment is enough to prove that Pakistan has a lot to offer and the foreign investors should take advantage of the situation.