New branding approaches in Lilit Shakaryan’s book

Start of Journey with YSU Sociology Faculty

Lilit Shakaryan's professional journey began at the YSU Faculty of Sociology. 

"When I started my career path, my primary goal was to become a part of the university community. Having grown up with that aspiration, I always dreamed of joining YSU," Lilit said. After completing her studies at the YSU Faculty of Sociology, she went on to teach there for over 14 years.

According to Lilit, the core of sociology, a multifaceted science, is the study of social life across various levels— from personal to community and macro-level changes, as well as social structures and institutions. Given this broad scope, selecting a specific professional direction was challenging. "I faced the important task of finding a domain that resonated with me more deeply. I soon realized that human relationships were my primary interest, leading me to focus on communications. This realization guided my choice toward marketing communications and branding," Lilit explained.

Sociology Education in Armenia and Leading European Universities

Lilit Shakaryan is pleased to note significant changes in the educational system, such as increased practical class hours and the introduction of specialized subjects, contribute to a more comprehensive study of sociology and better student orientation. She also observes a shift in society’s approach to the field of science.

"If in the early 2000s sociology was only associated with social surveys, it is now recognized as an analytical science," she said. 

Speaking about her experience delivering lectures in leading European countries, she emphasized that such opportunities are crucial for both personal development and for presenting and branding one’s country on the international stage.

"Teaching at leading European universities provides invaluable experience, offering an opportunity to reassess teaching methods and approaches. For instance, in the "Women's Leadership" program at the University of Arizona, I participated as both a teacher and a student. This experience highlighted the importance of understanding modern students' needs and expectations, prompting me to completely change my teaching methods and approaches, and recognize that teaching is also a communicative process," explained Lilit Shakaryan.  

She is currently implementing a doctoral program at the Faculty of Education at Nevada State University, USA. Lilit Shakaryan combines her teaching activities with research endeavors. She participated in the research project "Domestic Violence in Nevada", which lasted about one and a half years. As a result of this project, the developed training program won the 2024 Purple Ribbon Award. Additionally, the research team has been invited to present their educational project at the National Council on Family Relations (NCFR) annual international conference, scheduled to take place in Washington in November 2024. Lilit will present on "Advocate Training and Family Life Education" at the conference.

Lilit Shakaryan: Author of Books and Scientific Articles           

"Being a member of the university community is not just a word; it represents a clear ideology. When you choose the university and the pursuit of science, you are obliged to contribute to the development of that field," Lilit emphasized during the interview with us. She added that publishing scientific articles and various works are purposeful steps to further her field. Lilit views the publication of her books—Brand Management (2021), Communication Challenges in the Information Society (2022), and Branding: Persons, Companies, Countries (2024)—as significant contributions.

"The purpose of my first training manual, Brand Management, is to provide a comprehensive overview of branding—from defining the brand concept to developing marketing strategies, positioning, and managing brands. This book is especially significant for filling the gap in the Armenian language professional literature," noted Lilit Shakaryan.

The second book, Communication Challenges in the Information Society, targets a more specialized audience within the scientific community. It explores the evolution of communication and potential changes within the information society, while also addressing issues related to media literacy. 

Branding: Persons, Companies, Countries (2024) 

The third book, Branding: Persons, Companies, Countries, is perhaps a vivid manifestation of my professional focus. While the marketing aspects of branding are widely discussed, the social role and influence of branding in public life are less studied. This book provided me with an excellent opportunity to explore the social impact of this phenomenon," Lilit Shakaryan explained.

"I place great importance on having professional literature in the Armenian language. Without such literature in the native language, the development of education is impeded. Therefore, I had two key objectives when writing this book: to present the science of branding in its nuanced details and to create educational and publicly accessible material for students and others interested in the field," Lilit Shakaryan remarked.

A brand is not merely a visual structure but an ideology with original content; this concept is central to the book's conception. The book is divided into four sections. The first part covers the structure, functions, and history of branding. 

The second section explores the organizational brand, presenting approaches and theories from American, European, and Russian authors.

The third section addresses the personal brand, highlighting its importance, structural elements, and methods for creation. The book presents a set of practical steps that guide the process of building a personal brand, from setting goals to implementing final actions. 

In today’s evolving world, a brand is more than just a name; it represents communication that conveys a complete story, ideology, values, and vision. Therefore, branding is crucial not only for commercial products but also for countries. After all, every country is a unique business card in the global market.

"It is important to remember that creating a brand is a creative process. Branding is the art of differentiation; it involves finding and expressing originality and positioning oneself in the market, based not only on visual elements but also on ideological aspects," Lilit Shakaryan summarized. 

In this regard, the book marks another important step forward in enriching professional literature in the Armenian language.