Who is the Book "Branding" For? A Message from the Author to Readers (Video)

In her book "Branding: Persons, Companies, Countries" Shakaryan explores the theoretical and practical aspects of creating, positioning, strengthening, and capitalizing on brands across various domains, including individuals, companies, and nations.

Lilit Shakaryan notes that there is a scarcity of professional literature on branding in the Armenian language, with most resources being translations. Her goal is to present not only a theoretical model of branding but also practical methodologies.

"My book primarily addresses social scientists, students, and professors in the fields of branding and marketing, as well as business professionals. A strong brand must be rooted in values and principles. While visual appeal is important, a solid foundation is essential."

The book tackles how to develop stable and reliable brands that serve as more than mere window dressing—they must drive effective business management. Alongside corporate, product, and personal branding, creating a national brand is crucial for enhancing a country's competitiveness on the global stage.

Shakaryan highlights examples of Armenian companies that have successfully established themselves as national and international brands, such as Ameriabank, the Yerevan Brandy Factory, and "Gourmet Dourmé" chocolate house.

"Brand creation is an ongoing process—it's both creative and continuous. There should always be development, as brands act as soft power. From individuals to regions, every brand must have its unique identity and distinguishing characteristics."

According to Lilit Shakaryan, everyone can benefit from having a brand. The best way to stand out in today's competitive landscape is to cultivate your own distinctive brand.