The signing marks the launch of an unprecedented, comprehensive initiative designed to establish a clearly defined brand image and far-reaching identity program for Armenia. The Armenian government views this branding initiative as a platform to promote tourism for a wider mainstream demographic. A strong national brand can help catapult Armenia into the global marketplace, attracting investors and higher demand for its goods, services and exports. It also is essential to expand Armenia’s tourism sector, long a mainstay of Armenia’s growth.

“We are attempting to introduce the world to Armenia’s system of values, culture and history,” said NCFA CEO Arman Khachaturyan. “We need to uncover how we are perceived in the world, but not only through the eyes of Armenians. GK Brand and Cundari are able to provide an unbiased foreign perspective – combined with their strong international experience and award-winning creative ideas – and we know we have found the right partners.”

“It is an honor to bring our place branding expertise to a country of such rich ancient cultural heritage,” said Aldo Cundari, CEO, Cundari. “We are thrilled to partner with GK Brand on this initiative.”
GK Brand and Cundari are partner members of Tribe Global, a network of 20 independently owned agencies from around the globe. Tribe offers independent agencies the partnership opportunities and resources of a large holding company-style network while ensuring the focus is on delivering results for clients, rather than returns for shareholders. GK Brand founder Vásken Kalayjian is of Armenian ancestry and has vast experience with image- building communications efforts for global brands.

“I have had the rare privilege of seeing my ancestral homeland evolve over the past three decades to the point that it is ready to embrace the sophisticated tools of nation-building through branded communications,” Kalayjian explained. “I know this powerful discipline will enhance the reputation of Armenia in the region and the world.”