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YOU CANNOT JUST GATHER EXPERTS, ORDER FOR ARMENIA'S BRAND - SPECIALIST
http://news.am/eng/news/102857.html
April 26, 2012 | 08:01
YEREVAN. - A country's brand must serve as a symbol of that idea which
reflects and characterizes the residents of the given country. This
was told to Armenian News-NEWS.am by Alexander Grand, Chairman and Head
of Strategy at INSTID branding agency, who is in Armenia to attend the
"Brands and Business" international conference.
Speaking about the brands of a variety of countries, the expert
stressed that brands should not be created artificially.
"You cannot just gather experts who will think about and ultimately
invent a brand. You need to look among the people as to what
characterizes them, to see what symbol is connected with that, and
to build a brand based on it," Grand noted.
"It is necessary that they must have the correct 'sensation' in the
direction we need when hearing the word 'Armenia.' You must create
your country's brand in order to receive that direction. In the case
of correct brand, the country will truly implement its capacity,"
said Alexander Grand.
http://news.am/eng/news/102857.html
April 26, 2012 | 08:01
YEREVAN. - A country's brand must serve as a symbol of that idea which
reflects and characterizes the residents of the given country. This
was told to Armenian News-NEWS.am by Alexander Grand, Chairman and Head
of Strategy at INSTID branding agency, who is in Armenia to attend the
"Brands and Business" international conference.
Speaking about the brands of a variety of countries, the expert
stressed that brands should not be created artificially.
"You cannot just gather experts who will think about and ultimately
invent a brand. You need to look among the people as to what
characterizes them, to see what symbol is connected with that, and
to build a brand based on it," Grand noted.
"It is necessary that they must have the correct 'sensation' in the
direction we need when hearing the word 'Armenia.' You must create
your country's brand in order to receive that direction. In the case
of correct brand, the country will truly implement its capacity,"
said Alexander Grand.