Resource Centre

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 casebook and organizing seminars and training workshops.

In order to equip local SMEs with knowledge of brand management, the fourth Seminar on “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.

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. 

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 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 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 knowledge of brand management, the third Seminar on “Building Brand Equity Seminar for SMEs: Real-life Branding in China” was held on 28 May 2010. Dr. Sheriff Luk, Assistant 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. The seminar received overwhelming response, attracting over 120 participants.  

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 knowledge of brand management, the second Seminar on “Building Brand Equity Seminar: Decision Making Process of Brand Management” was held on 31 March 2010. Dr. Sheriff Luk, Assistant 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. The seminar received overwhelming response, attracting about 130 participants.

From November 2009 to April 2010, brand consultants from the Hong Kong Polytechnic University conduct in-depth interviews with senior executives of around 20 SMEs, and focus-group interviews with the senior and frontline staff of around 6 SMEs, in an attempt to identify the needs and difficulties encountered in brand-building among SMEs.

Under the sponsorship of 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 casebook and organizing seminars and training workshops.   

In order to equip local SMEs with knowledge of brand management, the first Seminar of the Scheme was held on 23 October 2009 under the theme of  “Building Brand Equity Seminar: Are You Ready?”. 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. The seminar received overwhelming response, attracting over 100 participants.