Your trusted source

“Armenia is a wonderful country. Because it is a small state, some people around the world have no idea about it. However, the country has numerous benefits which are worth to present to the world,” Vasily Dubeykovsky, CEO of CityBranding, which specializes in cities branding, said during the two-day forum of WCFDavos/Yerevan entitled “From Crisis to Development - Powered by Communication” underway in Yerevan.

In Dubeykovsky’s words, branding is not about speaking of problems but rather the benefits and characteristics, one’s capability to achieve something, since no one is interested in others’ problems.

He next suggested that not an individual or a group of people but all the population should be engaged with a branding of a certain place.

“Twice as many Armenians live outside of Armenia, which is a good factor to make use for Armenia. They should serve as a point of support to disseminate information about your country. Joint projects with Armenian residing outside the country should be realized instead of opening offices to advertise Armenia,” noted the expert.

Vasily Dubeykovsky then pointed that awareness comes to be the most important criterion in corporative branding, likewise any reference to a country branding is pointless without references to its history and traditions.
 
“People first learn about other countries from school textbooks, geography history, and literature books. Culture and cuisine are another signature for the country introduction,” the expert added. 

To remind, Armenian Public Relations Association (APRA), in cooperation with Davos World Communication Forum Association, has organized two-day forum of WCFDavos/Yerevan from 21 to 22 March. The regional session of the forum is titled From Crisis to Development - Powered by Communication. The forum features topic such as crisis communication, social media, corporate responsibility, etc.