ITC will help Ukrainian farmers to create their own brand

The experts of the International Trade Center made a research called “Analysis of the situation in the field of vegetable and fruit production in the South of Ukraine”. The survey was conducted through a direct survey of representatives of two hundred medium-sized enterprises and farms in the Kherson, Mykolaiv and Odesa regions. The survey was attended by only registered legal entities with Ukrainian owners.

The results of the survey showed that only 3% of respondents have their own brand. Most producers of fruit and vegetable products are not identified in the market. Therefore, the buyer knows nothing about the origin and quality of specific goods, and sellers do not consider it necessary to raise their authority by recognizing a particular brand.

WHAT ARE THE BRAND AND BRANDING?

In the general, a brand is a name, a sign or a symbol that identifies the seller’s products and services. The brand is also a certain impression of the product in the minds of consumers and the most valuable intangible asset of the company. We often hear: “the world-famous brand”, “prestigious brand”, “this brand has a good/bad reputation”. All these statements relate to our representations a set of characteristics that are inherent in a particular company present in the market of goods and services and identifies itself through the brand name, color, packing, slogan, font, sound, image and other means. Any brand is a trademark, but not all trademarks are brands.

Branding is the process of creating a brand and managing it. This is a complex of consistent measures aimed at creating a coherent and consumer-friendly image of a product or service. Promotion of the brand has one goal – to make your trademark favorite for consumers. However, it’s important to remember that consumers like the brand not for the symbol, but for the quality and value of your company.

WHY?

Today, almost all markets for goods and services are enormous competition. From growing potatoes – to the creation of multifunctional smartphones, software and robots. And everyone fights for their place in the market. Today brand forms from 30% to 70% of the market value of the business. Brand participates in the capitalization of business, makes it possible to plan budget.

Brand equity is the value of future cash flows generated by brands. It arises from the confidence of buyers in the value of branded goods. When people buy a product ин a specific brand – they trust it, identify with certain meanings and quality properties.

Understanding of the importance of creating their own brand comes to companies when it becomes clear they need to focus on what can protect the company in the harsh conditions of competition with similar goods and services.

WHAT OFFERS ITC?

The ITC project “Linking Ukrainian SMEs in the Fruits and Vegetables Sector to Global and Domestic Markets and Value Chains” aims to help small and medium-sized producers of vegetables and fruits to increase competitiveness in Ukraine and enter international markets.

That’s why we want to teach and motivate the entrepreneurs of the fruit and vegetable industry to create a positive image through the creation their own brands and their branding. We’ll hold a thematic two-day seminar “Branding and Creating Value for the Client”, during which you’ll be able to assess your potential in promoting your own products. The workshop will be led by business experts with many years of experience in managing well-known companies and international recognition. Trainers will show successful examples of brand development and value creation for the client.

HOW IT HELPS VEGETABLES AND FRUIT MANUFACTURERS?

Workshop participants will be able to:

• analyze the market situation: internal and external context;
• determine what changes in the external environment (customers and their need, whether there are “non-consumers”, which competition);
• understand who our customers are, what values they can offer;
• find out why it’s worth creating value and developing a brand;
• see examples of manufacturing companies that benefit in the agrarian sector;
• get practical skills in forming their own brand;
• will be able to ask questions to well-known experts and receive feedback.

Now we are getting ready for the seminar. We’ll inform you about the time and place of the seminar in the near future. Follow the updates on our site and the official Facebook page.