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Armenian minister of economy Artsvik Minasyan commented on the much-circulated debates about the national brand of Armenia. Minister’s comments came in a briefing with reporters. To remind, days ago Vasken Kalayjian, the CEO and Brand Architect at GK Tribe Global shared on his LinkedIn page Armenian national brand, logo and slogan.

The development of the national brand initiated by the government several years ago aimed to properly showcase Armenia and its people on the world stage while the unveiled product received harsh criticism in Armenia, mostly because of the price of the project costing USD 400 thousand.

To Minasyan, the question of developing national brand was raised in 2008, with subsequent allocation of 62 million AMD from the state budget, while the rest of the amount was provided by donor organizations.

“The amount was not paid fully. Arguments and concerns that the government is ready to accept the brand without the public engagement and opinion are not justified,” the minister noted.
As to the slogan of the brand “The story is just beginning”, the minister noted it does not reflect what it is criticized for.

“It has no link to Armenia’s history, rather aims to reach those who have never been to Armenia. That is to say, the slogan is a call to them to visit the country and make the history. This is the explanation, which however seems problematic. All these issues are being discussed,” minister Minasyan said, suggesting Armenia not necessarily needs branding.