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
  • 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