Branding: A brand is an identifiable entity that makes specific promises of value. It's about creating and communicating this set of values by the owner.
Eurovision should be a another dimension of branding, not an avenue to air grievances.
But, what is the 'Armenia' brand? What does 'Armenia' mean to a lay person in Europe? Before you promote your brand, you need to know what it is. Here are some examples of strong brands.
Switzerland: Beautiful mountains, great chocolate, classy watches, strong banking.
Coca-Cola: The best pop to have.
USA: The American dream, liberty, world leader, the good guys.
I am still trying to work out what the 'Armenia' brand is. For the past year it has become to mean a dictatorship but that's not what you want to be known as. We, the Armenians are the brand owners of 'Armenia' and specifically the citizens of Armenia as they are the ones who have an organized state to take care of issues important to the Armenians through pooled resources. And the pool is the sum of the efforts of each of us.