01 April 2014, 22:44
131464 |

GK Brand and Cundari win national brand development contract

GK Brand and Cundari signed the first-ever national brand development contract for Armenia with the National Competitiveness Foundation of Armenia (NCFA).

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 Vasken 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."

Founded in 1980, U.S.-based GK Brand is one of the most creative independent branding agencies supporting clients in the United States and around the world, in many languages, across an array of disciplines such as corporate and product branding, place branding and employer branding. The full array of services includes brand strategy and creation, brand architecture and brand evaluation, product and company naming, market research and testing, brand identity, design, digital, packaging and product development for the world's best-known brands. For more information, visit gkbrand.com.

Cundari is one of Canada's largest independently owned and operated communications agencies, applying thought leadership to the building of business solutions as the key benefit for client partners. Guided by the core philosophy "It's the thought that counts," Cundari, with offices in Toronto and Montreal, services the country's premier brands in our two official languages. One of the most recognized and awarded agencies in Canada, Cundari executes across an array of disciplines such as research, strategic planning, brand identity, advertising, design, digital, experiential, direct and media planning. For more information, visit cundari.com.

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