The second phase of Pilot Workshop on “SMEs’ Brand Strategic Management” was held on 30 July and 17 August 2010. Dr. Sheriff Luk, Associate Professor of Department of Management and Marketing of the Hong Kong Polytechnic University acted as the principal lecturer, while Mr. Angus Yao, Executive Director of Re: echo Asia Pacific Ltd. and Mr. Charles Ng, Chief Brand Consultant of Maxi Communications Ltd were invited to share at the workshops.
In order to equip local SMEs withpractical knowledge of brand management, the Project organized the first phase of Pilot Workshop on “SMEs’ Brand Strategic Management” on 16 July and 28 July 2010. This round of workshops consisted of four brand management related topics, including “What is Brand?”, “How to Set Up Brand Strategies: Process, Market Trend Analysis”, “How to Set up Brand Strategies: Consumer Behavior and Market Segmentation” and “Brand Identity”. Dr. Sheriff Luk, Associate Professor of Department of Management and Marketing of the Hong Kong Polytechnic University acted as the principal lecturer, while Mr. Charles Hui, Founder of Rainbow Reading Language Centre and Mr. Sunny Poon, General Manager of Spoon Brands Enterprise Company were invited to share at the workshops. The serial workshop was delivered in the form of theoretical review, case studies as well as group discussion, and it received overwhelming response, attracting over 50 SME representatives.
Under the SME Development Fund of Trade and Industry Department, the Hong Kong Brand Development Council has joined forces with the CMA and the Asian Centre for Brand Management (ACBM) of the Hong Kong Polytechnic University to implement a research and training project namely “Branding for Returns: The Path to Strong Brands for SMEs”.As a culmination of the project, a Case book entitled “Ready to Go: SMEs’ Winning Strategies for Brand Development” published at the end of February. The case book documents the brand-building processes and experiences of some 20 Hong Kong SMEs, provides local SMEs an effective theoretical framework for reference as well as pertinent best-practices for benchmarking in branding.
"Building Brand Equity Seminar for SMEs: On The Path to Strong Brand” was held on 15 December 2010. Dr. Sherriff Luk, Assistant Professor of Faculty of Management and Marketing, the Hong Kong Polytechnic University elaborated on successful factors and caveats on brand management of SMEs. Dr Raymond Choy, Founder and President of Toy2R Company Ltd shared on the brand experiences of “Toy2R”. Dr Sherriff Luk and Dr Laura Liu from ACBM analyzed on brand-building strategies of China brands “Dragonfly” and “Semir”. The seminar received overwhelming response, attracting over 100 participants.
"Building Brand Equity Seminar for SMEs: Real-life Branding in China” was held on 28 May 2010. Dr. Sheriff Luk, Associate Professor of Faculty of Management and Marketing, The Hong Kong Polytechnic University elaborated on the latest development of Chinese market and the business opportunity for HK brands. Mr. Stanley Poon, Assistant General Manager (Sales & Marketing), URC Hong Kong Co. Ltd. elaborated on the successful experiences of “Jack n Jill” channel building when the brand tapped into China’s domestic market. Mr. Hill Chen, Director and President, LTP Lighting (ZhongShan) Technology Ltd. shared on how to leverage on policy & partnership to boost brand development in China.
"Building Brand Equity Seminar: Decision Making Process of Brand Management” was held on 31 March 2010. Dr. Sheriff Luk, Associate Professor of Faculty of Management and Marketing, The Hong Kong Polytechnic University elaborated on the decision making process of brand management. Mr. Sunny Poon, General Manager & Brand Expert of Spoon Brands Enterprise Company elaborated on the success factor for building a brand in China market. Mr. Thomas Leung, Director of Pro-Logic International Limited shared on the process of building up the brand.
Building Brand Equity Seminar: "Are You Ready?" was held on 23 October 2009. Dr. Sheriff Luk, Director of ACBM and Ms. Na Ni, Assistant Professor of Department of Management & Marketing, the Hong Kong Polytechnic University elaborated on the success factors and techniques of brand management. Mr. Jerry Chong, Managing Director of King Bakery Holdings Limited, and Dr. Helen Chan, Chief Executive Officer of Vita Green Health Products Co., Ltd shared on the difficulties and challenges encountered when building up their brands.