On April 28, 2016, in the city of Vitebsk, a travel seminar of the School of Brand Managers was held. The choice of the problem field of the seminar was caused by the active participation of the "BelBrand" Association in the activities related to the International Day of Intellectual Property and the Minsk Design Week.
While supporting the general tonality of the "BelBrand" Association, the seminar was intended to solve the two main tasks: firstly, to pro-mote cooperation of the Association with regional public associations and companies: the seminar was attended by members of the Association of Employers and Entrepreneurs, BRSM; the Vitebsk-based company "TIT" acted as the co-organizer; the room was provided by the Vitebsk Branch of the Institute of Privatization and Management (IPM); and secondly, to improve the level of professionalism in the sphere of brand management.
The programme of the seminar outlined the key modules of the brand manager curriculum: design, protection and promotion of the brand. The audience was presented with the following master classes:
– "Peculiarities of intellectual property protection in the sphere of de-signing" (the master class was conducted by Rachkovskiy, Valentin Vladimirovich, a Patent Attorney of the Republic of Belarus, a Member of the Board of the "BelBrand" Association for Intellectual Property Protection, and the Managing Partner of the LLC "BelBrand Consult")
– "10 Examples of Poor Design" (master class by Ryzhanovich, Evgeny Evgenievich, the head of the Logosapiens Design Studio)
– "Peculiarities of brand promotion on the Internet" (master class by Maxim Volkov, the founder and director of the TIT Company).
In the course of the discussion, the peculiarities of protecting the design items were disclosed, as well as the practical aspects of protecting a design by means of the copyright and patent law; recommendations were elaborated on settling the performer-customer relations when performing the design works and rendering the design services; the issues were considered of searching optimal design solutions; and the capacity of the Internet was demonstrated in holding the targeted advertising of products and services in order to enhance the consumer appeal thereof.