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Attended by Prime Minister Tigran Sargsyan, a donation memorandum on brand development was signed in the office of government between the Ministry of Economy and the National Competitiveness Foundation of Armenia, on the one hand, and the United States Agency for International Development, on the other, the government’s press service reports. 

The document was signed by Minister of Economy Vahram Avanesyan, Armenia National Competitiveness Foundation Executive Director Arman Khachaturyan for the Armenian side, and USAID Mission Director Karen Hilliard for the U.S. side.

The memorandum was followed by a national brand development contract, signed between the Armenia National Competitiveness Foundation and the U.S.-based GK Brand. The instrument was signed by Arman Khachaturyan and GK Brand Director Vasken Kalayjian.

Under the agreement, the parties shall cooperate to develop Armenia’s branding strategies. Whereas branding may go a long way toward boosting Armenia’s investment and tourism attractiveness, promoting economic development and enhancing its international standing, GK Brand will submit a competitive branding strategy, including a comprehensive three-year brand messaging strategy and a detailed action plan.

The partners are convinced that an accurately selected logo, effective dissemination of information, as well as the implementation of various programs and projects will help the country demonstrate its uniqueness and attractiveness in the eyes of tourists and potential investors.

U.S. Ambassador to Armenia John Heffern noted the importance of the documents both for Armenia and the U.S.-Armenia relationship.

“The objective of this intergovernmental agreement is to provide the Foundation with resources necessary for tourism development. In parallel to the liberalization of civil aviation in the country, we expect that more people will be visiting Armenia over the next few years. A number of new hotels have opened in Armenia, including the U.S.-based Hyatt and others. The United States wants to support Armenia with its tourism development effort, and today’s arrangement eyes that very goal,” John Heffern told the journalists.

As a representative of GK Brand and a Diaspora-based Armenian, Vasken Kalayjian said he was happy to assume a mission aimed at representing Armenia on the global marketplace. Mr. Kalayjian further noted that their goal is to make the country presentable in the world, along with its peculiarities, distinctive features, products and culture.

Arman Khachaturyan thanked the U.S. government for assisting Armenia with this initiative. According to him, all layers of society will be involved in Armenia’s brand development campaign.

GK Brand is a well-known company in the field of marketing. They have worked in 50 countries, preparing national brand development projects.