Yerevan /Mediamax/. General Director of GK Brand Company Vazgen Kalajian said today that Armenian national brand should be worked out on the basis of the country's vision of future.

Mediamax recalls that last week, Armenia’s National Competitiveness Foundation (NCFA) signed a document with the American GK Brand Company on working out Armenia’s national brand. The American company along with the Foundation is expected to present the competitive strategy for Armenia’s branding.

Vazgen Kalajian presented to the journalists the methodology of elaboration of the national brand today.

“To work out a brand, it's important to figure out what Armenia's future will look like and how people perceive Armenia presently. The country's national brand should be worked out on the basis of the vision of future”, said the company's General Director.

According to him, Armenia is currently the 137th in the World Branding Index and improvement of the index may have a positive impact on the future development of the country.

“Having a large territory, abundant oil resources or ports are not critical for a country to be a leader in the World Branding Index. Armenia has rich historical and cultural heritage and we are ready to help Armenia to pass on its cultural treasures to the world, to boost its economic potential and enhance the country's reputation in the region and world”, said Vazgen Kalajian.

According to the company's General Director, elaboration and promotion of a brand is a long-lasting process which includes an in-dept research on people's perception of a country. According to him, the research will involve all the society layers - businessmen, teachers, intellectuals.

“We should understand people's notions on how Armenia should be represented in the world”, noted the General Director of GK Brand.

GK Brand was set up in the U.S. in 1980. The company worked out and promoted world-famous brands and has offices in 25 countries across the globe.