The first month of autumn ended with a bright event in Warsaw – the forum “Branding w najlepszym wydaniu” (“Branding in the best form”), the speaker of which was the managing partner of EUCON, co-chairman of the Council of the Association of Ukrainian Business in Poland Yaroslav Romanchuk.
Within the framework of the discussion panel “Branding as the key to the formation of a stable position on the market in international conditions”, the speaker together with his colleagues discussed the key aspects of the branding phenomenon in the context of today. “The brand is a bicycle, the pedals of which should be rotated continuously to move forward,” Yaroslav Romanchuk noted.
In his opinion, it is imperative to take into account that a brand usually has a lasting association with its owner, so a strategic approach to developing a personal brand and taking care of its reputation should be used.
Yaroslav Romanchuk emphasized: “A brand is a consumer’s emotion multiplied by the margin the owner receives from the brand.”
The speaker rightly noted that today the digital world dictates its own rules, becoming a measure of brand success and viability. Publicity can become both a successful tool for brand development and lead to fatal consequences, so the consumer plays the role of a kind of judge, whose decisions, preferences, and principles depend on the life of the brand.
Yaroslav Romanchuk, as a lawyer, emphasized that a brand is also an object of intellectual property, which in the complex contains not only the trademark but also other objects. Therefore, a brand as an IPR must bring economic benefit to its owner, and be a financially profitable asset that can be valued and commercialized. Thus, the speaker singled out that a capitalized brand can be an object of sale, a contribution to the authorized capital, or a pledge, in particular, it can be used in tax planning.
One of the main theses of Mr. Yaroslav’s speech is that, in his opinion, it is obvious that today the most relevant and promising leader of the content market is video content. Today’s advantage is a wide range of platforms for the promotion of video content, which have replaced the era of television with the phenomena of “nepotism”, “bloat” and large financial costs, through which advertising materials were promoted. The speaker claims that nowadays, to reach the heart of the consumer on the way to transformation into a love mark brand, it is enough to have a successful strategy, a creative team of like-minded people, courage, mobile gadgets, the Internet, and most importantly, ambition and healthy excitement.