Newmag presents sociologist Lilit Shakaryan's new book, "Branding: Persons, companies, countries" (trailer)

Lilit Shakaryan is a distinguished sociologist and expert in marketing communications, boasting a rich academic background. With a tenure spanning 14 years at the YSU Sociology Faculty, she has developed 10 subject programs and authored numerous scholarly articles. Shakaryan is renowned for her books "Brand Management" and "Communication Challenges in the Information Society," and has delivered lectures at esteemed European universities. Notably, she has played a pivotal role in devising innovative subject programs and teaching methodologies. Presently, she serves as a research scientist at the University of Nevada, USA, where she is immersed in scientific inquiry as part of the doctoral (PhD) program in "Human Development and Family Theory."

Lilit Shakaryan highlights a significant gap in Armenian language professional literature on branding, noting the prevalence of translated works. With a determined purpose, she has set out to achieve a clear objective: to not only introduce a comprehensive theoretical branding model in her new book but also to provide practical methods tailored for students and business professionals alike.

"The book introduces a novel video-methodological approach to brand analysis, amalgamating various models ranging from brand positioning to resonance and introducing a fresh concept of brand analysis. Structured into three main sections, the book covers topics ranging from personal branding to the branding of countries and regions."

The author delves into both the theoretical and practical dimensions of creating, positioning, fortifying, and capitalizing on brands belonging to companies, individuals, and countries. Additionally, the author scrutinizes the measures and risks involved in attaining a leading position within a competitive market environment. Beyond the establishment of product, corporate, and personal brands, the creation of a national brand emerges as a contemporary imperative for enhancing a country's competitiveness in the global economy and securing a favorable standing alongside other nations.

In the book, the author scrutinizes the concept of the "country brand," and illustrates the project of urban identity and design formation using the cities of the Republic of Armenia as examples. The author emphasizes the significance of branding in contemporary society, where competition pervades all domains. "Contrary to common belief, branding is not exclusive to celebrities; it is pertinent to individuals across various spheres, from students to political and entertainment figures. Establishing a personal brand is deemed essential as it offers a unique means of differentiation."

The book presentation for "Branding: Individuals, Corporations, Nations" is scheduled for May 3rd at 7:00 PM at Congress Hotel Yerevan. Following the presentation, there will be a panel discussion on brand-related topics, focusing on the insightful analyses presented in the book. The discussion will be moderated by Artur Atanesyan. Entrance is free.

Partners: "Ameriabank" CJSC, Yerevan Brandy Company, Gourmet Durme Chocolate House.