EBA Marketing Committee Odesa

[European Business Association]

The following reports were presented to the participants of the meeting:

1. Brand: Components of Brand. Successful branding on example of companies working in building sector. (Svitlana Kyrychenko, Head of marketing and advertising department of Hi-Raise Contractions);
2. Event as a tool of Marketing. (Natalia Kotova, Director of Brand Concept).

During the meeting participants also discussed some peculiarities of successful brand development at such companies as PZU Ukraine and Hi-Raise Constructions and examined some experience of Brand Concept and Smart Conference in using of event marketing.

Svitlana Kyrychenko in her speech marked that brands become important life guidelines in a modern world. Brand is unique. It spreads on goods and services appurtenant to a trade mark. State institutions and a state itself can become a brand.

Among the components of Brand Ms Kyrychenko distinguished the following: identification symbols (trade marks, logotypes, slogans, etc.); design, trade dress of product/service; product/service: its peculiarities, purpose, ways of application; technologies: peculiarities of product’s creation/ provision of services; advertisement message; «brand’s voice», communications; sales & distribution links.

In her speech Natalia Kotova noticed that event-marketing becomes more and more popular. Many companies navigate different events implementing by this way their marketing strategy. Following the results of German marketing specialist’s polling conducted by the Institute of Civil Opinion Forsa, organization of special events today became one of the components of trade mark management. 62% of experts consider that events operate emotional development of a trade mark, 56% of respondents use events for simultaneous emotional and informational promotion of a brand. For 40% event is the best way for exchanging opinions and experience with representatives of target groups.

In Ms Kotova opinion, event marketing is one of the most perspective directions of communicative policy in any sphere of business, but it shouldn’t be the only one component of this policy. Marketing events successfully provide pursuing the following goals:

- outlook among competitors;
- activation of target group attention;
- cost optimization and reduction by combination of advertisement, marketing & PR budgets;
- strengthening of company’s prestige;
- development and strengthening of relations with business partners;
- creation of a platform for further development.