About the Brand Armenia Project

The Brand Armenia project was set in motion in …, thanks to a groundbreaking initiative launched by the Armenian government. The Armenian National Competitiveness Foundation, working in close cooperation with the Embassy of the United States in Armenia, was tasked to market the country and its people under the banner of “Brand Armenia.”

GK Tribe Global, a New York-based branding firm, was contracted to lead this country branding initiative, in partnership with the Cundari Group in Canada. As branding specialists, we tap into individual and collective archetypes, emotions and values in order to brand and market various products and companies, and these same principles apply to country branding.

The project was driven by a process of extensive and strategic research that explored current perceptions of Armenia, as well as specific challenges and opportunities, in order to find the most effective way to showcase the nation and its people on the world stage. This involved a global perception survey in 38 countries, including over 1000 personal interviews from government representatives, resident Armenians, the Armenian diaspora, civil servants, subject and industry experts, academics, business leaders and other stakeholders. We also reviewed government documents, articles and reports about Armenia, as well as USAID tourism documents and statistics, and carried out an audit of the competitive landscape and an analysis of other country brands.

This original and groundbreaking research formed the basis of our final branding strategy and recommendations, including a positioning statement, visual identity, logos and taglines, and our proposals for launching the brand. All of this was presented to the President in …. The goal of this project has always been to define a positive and authentic identity that all Armenians – locally and around the world – can unite behind. And the story is just beginning