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.