Under the SME Development Fund of Trade and Industry Department,the Hong Kong Brand Development Council 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”. The deliverables of the project include conducting in-depth interviews and focus group interviews, publishing a case book and organizing seminars and training workshops.
In order to equip local SMEs with practical 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.
