How can you turn an ordinary service into a brand that customers choose with their hearts? How can you build trust, create a loyal community, and encourage customers not only to return but also to recommend your brand to others?
These were the key topics discussed during an engaging and inspiring meeting between students of the Department of Marketing at Sumy State University and Daria Stetsenko, Director of PAPA GYM Fitness Club, an experienced marketing professional and brand-building expert.
The event took place on October 30, 2026, as part of the Brand Management course (lecturer: Olena Chygryn). It provided an excellent opportunity to connect theoretical knowledge with real-world experience in creating and developing a successful brand.
The discussion focused on practical marketing tools, strategies for building customer loyalty, the role of emotions in brand development, and real-life case studies from the fitness industry.
✨ The key takeaway: a strong brand is more than just a product or service. It is about emotions, values, trust, and experiences that keep customers coming back.
For our students, such meetings offer a valuable opportunity to see how marketing works beyond textbooks, interact with industry professionals, and find inspiration for their own professional ideas.
We sincerely thank Daria Stetsenko for her openness, valuable professional insights, and willingness to share her knowledge and experience!
Marketing is the art of creating not just brands, but genuine love stories between brands and their customers!