If a brand brings about emotional connotations in the public conscience, if it has added value, it would be only logical to determine it and try to manage it using a special tool –reputation management.

Reputation, as a non-material asset of a brand (company, state, organization, etc.), is in the centre of our activity in the field of communication methodology and advisory/training programmes. The only thing left is to find resources for its international development.

This is where the concept of “sustainable development”, comprising economic, social and ecological imperatives of a company’s day-to-day business, comes to the fore.

A series of brainstorming and advisory/training programmes for branch directors of large international corporations (for instance, in Armenia and Tajikistan) have been elaborated in accordance with the concept of “sustainable development”.