The TV presentation of Lilit Shakaryan's "Branding: Persons, Companies, Countries" (video)

 

"Branding: Persons, Companies, Countries" is a theoretical-methodological manual for the construction, development and analysis of brands. Using her professional skills, knowledge, research and international experience, the author presents different models of brand strategy.

According to Gnel Nalbandian, the editor of the book, there is a lot of literature on branding in all languages and in English, but there is no literature in Armenian. "The best works on branding are presented here, the author also presents her research in the book and writes about Armenian companies, and you won't find that in professional literature in other languages. How does a brand differ from a non-brand, how does a brand differ from a brand? The answers to these questions are in the book. To be a brand, you need to be competitive in the international market. This book is about being competitive, becoming a brand."

The book also contains articles about the brands of cities and countries, the example of Gyumri is presented. When talking about personal branding, the author gives the example of Charles Aznavour. He is a person brand.

This is a good manual for the professional community, students, and professors. Stepan Azaryan, founder and creative director of Backbone Branding company, emphasizes the importance of professional literature in Armenian. "There is a lack of literacy in the Armenian professional field. We have a long way to go, literature and competent professional analyses are important. All this is important for individual brands and companies and the country's economic development.

Edgar Ayvazyan, the chief producer of Newmag says that this is Lilit Shakaryan's third book and second one on branding. "As the author says in the book, we live in the age of brands. As an educational manual, it will be beneficial both for industry professionals and for anyone who wants to have a brand and be competitive. You must have the right ideology and the right strategy when establishing or developing any brand. The author wrote about this in detail in the book. And those theoretical-practical analyses will help in establishing brands."

The author also talks about "soft power" in the book. Brands have a very important role in all fields. "In the book, the author presents the omissions of Armenian companies, which mainly think about design and visual appearance, but lack strategy and ideology. The author also analyzed the branding of successful Armenian companies, which are recognizable and competitive in the international market as well."

Partners: "Ameriabank" CJSC, Yerevan Brandy Company, Gourmet Durme Chocolate House. The book is already available in bookstores and on the newmag.am website.