Mrs. Shakaryan, you have been teaching at YSU for more than ten years. How would you describe your past path?
My best memories and achievements are connected with these years, first as a student and a young specialist, then as a lecturer and scientist. My path at YSU has been quite diverse, productive and continues to be so both in terms of gaining knowledge and friends, and in terms of creating new educational modules and training specialists.
What would you mark out in your professional activity as a key contribution to the educational system?
Knowledge and education are the most important resources of the modern globalized world, on the basis of which countries are positioned in the geopolitical system. In order to strengthen the educational system in our country, it is necessary to enrich Armenian language professional literature. Recently one of my first books “Brand Management” was published, which I consider to be my strongest contribution in the field of education. In this respect, my professional activity will be continuous and I will come up with new ideas.
Can you tell us about your book? What is it about?
The book is designed to be a textbook and it is addressed to both students and specialists in the field. In terms of content, the book presents the chain process of brand creation, development, market positioning and management with the help of various methods and techniques.
How and why did you decide to address this topic?
Branding is the field where I started my professional activity. The first educational program that I have developed and which I still tech is the “Fundamentals of Branding”. It is a field that is not only tempting to study but is also important in the “social world of dressed bodies”.
What is your definition of Branding? Why is it important?
There are different interpretations, but it can be briefly described as follows: “Branding is a unique code of distinction”. The problem of branding is more urgent for Armenia as a developing country, because compared to developed countries we have the problem of presenting ourselves to the world in the best way, in the right position.
Mrs. Shakaryan, how would you assess Branding in our country?
If we look at branding on a micro level, that is to say from the point of view of branding goods and services within the country, then I can say that there is considerable development in our country in recent years, particularly when it comes to visual branding, as products and companies with interesting design solutions are noticeable in the market today. However, it should be noted that there is a lot of work to do with creating a brand identity and brand management. As for the macro level, which is the concept of creating the country's brand, there is quite serious work to be done at the state level.
What advice would you give to those who find themselves in the field of Branding?
Branding is a unique art of creating something new. It is an art that presupposes consistency in strategy and originality in style. So my advice is to create an original, unique style and approach in your own activity.