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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 Consumer decisions nature STEP: Segmentation, Targeting, Evaluation, Positioning Market segmentations models: what we really need to know about our clients for creating stronger consumer value of a brand 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: - 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: - Cost of entry brand characteristics - Brand’s functional differentiation - Emotional brand experience Motivational impact on a target consumer 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 Archetypes in brands behavior and development 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 Existing brand proposal enhancement Brands partnerships Developing new brands Brand identity: naming, logo, packaging Guest speaker Seminar 6. Brand activation: touch point communications with a target consumer Business objectives – marketing objectives – communication objectives 3 communication stages: before purchase, purchase, after purchase 3 pillars of marketing communications: channel, message and state of mind From traditional to nonstandard communication channels Consumer’s state of mind: when your consumer is ready to listen andyou’re your brand 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 Brand’s distribution channels: building image and growing volume of sales Creating joint brand platform with a retailer brand 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