What is Country Branding?

Just like any product or organization, countries must be active in marketing themselves and their assets because they are competing for investment, tourism, economic growth, and as a place where people want to live and work. The goal is to establish a differentiating, inspiring, motivating, and marketable brand identity for the country and its potential economic development.

An effective country brand will:

• Drive place awareness
• Boost tourism
• Create global demand for the country’s goods, services and exports
• Attract foreign direct investment
• Project a clear, optimistic sense of identity, shared goals, and national pride

The Challenge of Armenia

Country branding does not happen in isolation, and there is no universal blueprint. Every country exists within its own historical and cultural context, and presents its own unique challenges. The research and branding process must embrace these nuances and focus them towards a positive, unifying and forward-looking identity.

For Armenia, the challenges include:

• The significant global diaspora, who may feel disconnected from their Armenian heritage or have negative emotions attached to their experiences of the country
• A lack of awareness and familiarity in the minds of mainstream visitors and investors
• A sentiment of uncertainty towards the stewardship of the country, the rule of law, and economic development

So a successful brand identity for Armenia must:

• Unify all Armenians, regardless of domicile
• Heighten brand affinity towards the state and as a people
• Build trust in the independent Republic and its government