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Armenia hires Cundari, GK Brand
The National Competitiveness Foundation of Armenia has retained Cundari of Toronto and GK Brand of New York to undertake a branding assignment. The two agencies will work to develop a national brand image and identity program for the Republic of Armenia. This is the first time the country has contracted agencies for national brand development. According to the companies, the Armenian government intends the branding initiative to promote tourism to a wider mainstream audience, as well as to attract investors and increase demand for its exports.
"We are attempting to introduce the world to Armenia's system of values, culture and history," said foundation 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."
GK Brand and Cundari are members of Tribe Global, a network of 20 independently-owned agencies.