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European Business Association
1st floor, 1a Andriyivsky uzviz,
Kyiv, 04070 Ukraine
Tel.: +380 44 496 06 01
Fax: +380 44 496 06 02
FOR EBA MEMBERS ONLY
Client-Oriented Branding: Creating and Promoting Brands Your Consumers Can’t Decline
By Andriy Prudius
Seminar 1. Consumer understanding as a platform for a future brand strategy
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Consumer decisions nature
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STEP: Segmentation, Targeting, Evaluation, Positioning
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Market segmentations models: what we really need to know about our clients for creating stronger
consumer value of a brand
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Ukrainian consumer portrait: psychographic segmentation of Ukrainians
High value targeting: what clients you should focus your brand proposition on
Workshop: Creating target consumer brand portrait
Seminar 2. Brand Audit
 Key approaches to brand positioning:
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- By type of key product consumer
- Against the key competitor
- Based on brand’s unique selling proposition (UTP)
How to better understand brand’s essence: functional and emotional brand benefits
Workshop: Brand audit
Seminar 3. Developing sustainable brand proposition
 Brand architecture as means for brand management:
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- Cost of entry brand characteristics
- Brand’s functional differentiation
- Emotional brand experience
Motivational impact on a target consumer
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Figuring out motivational impact of a brand game
Workshop: Developing brand architecture
Seminar 4. Psychological models of brands behavior
 Collective unconscious and history of archetypes evolution
The European Business Association is a non-profit organisation bringing together
European and international businesspeople working in Ukraine
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Archetypes in brands behavior and development
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Brand archetypes and their meaning to Ukrainian consumer segments
Workshop: Building-in an archetype into your brand
Seminar 5. Brand activation: enhancing existing brands and developing new ones
 Target consumer brand portrait
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Existing brand proposal enhancement
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Brands partnerships
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Developing new brands
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Brand identity: naming, logo, packaging
Guest speaker
Seminar 6. Brand activation: touch point communications with a target consumer
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Business objectives – marketing objectives – communication objectives
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3 communication stages: before purchase, purchase, after purchase
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3 pillars of marketing communications: channel, message and state of mind
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From traditional to nonstandard communication channels
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Consumer’s state of mind: when your consumer is ready to listen andyou’re your brand
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10 key creative platforms
Workshop: «Setting up communication objectives and choosing right media for communicating with the target
consumer before a point of sale”
Seminar 7. Brand activation: trade marketing
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Brand’s distribution channels: building image and growing volume of sales
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Creating joint brand platform with a retailer brand
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Communication tools at a point of sale
Workshop: «Setting up communication objectives and choosing right tools for communicating with the target
consumer at a point of sale”
Seminar 8. Brand activation: Digital communications
 Delivering brand strategy through the digital environment
 The role of a brand’s web site and the way it should be set
 Delivering brand through digital communication tools
Guest speaker