14-05-2013
Distinguished Marketing and Branding Experts Share Insights in Branding Innovation
Event Information
Jointly organised by the Alumni Affairs Office, School of Business, School of Communication and Office of Student Affairs, the forum entitled “Branding Innovation” invited three top-tier marketing and branding experts, alumnus Mr. Jimmy Lam Chun-ming, Ms. Karen Chan Ka-yin and alumnus Dr. Royce Yuen Man-chun, JP to share their wealth of practical experience in innovative marketing in making their marks in the industry on 17 April 2013.
In his welcoming remarks, President and Vice-Chancellor Professor Albert S.C. Chan addressed that the field of branding and marketing is very challenging and competitive. As long as the company has a new product launch, it will require expertise in branding and marketing to promote and publicise its products. He also highlighted remarkable achievements of the three experts and encouraged students to gain insights from the forum.
Alumnus Mr. Jimmy Lam Chun-ming (Communication), Vice Chairman & Chief Creative Officer, DDB Group North China started the sharing by presenting four inspiring videos to explain how creative ideas and the use of marketing communications via advertising and social media can lead to a success in brand building.
As the Vice President, Marketing & Business Development of German Pool (Hong Kong) Ltd and Executive Director of German Pool Group Co Ltd., Ms. Karen Chan Ka-yin (DBA student) demonstrated the essential marketing strategies of German Pool with the principle of 7Ps, namely Product, Price, Place, People, Process, Promotion and Physical Evidence. She further advised that SMEs have to keep cost low in order to enhance the competitiveness in the market.
Lastly, alumnus Dr. Royce Yuen Man-chun, JP (Communication), Managing Director of Lifestyle Federation Limited analysed the five mega trends for branding development, namely, digital revolution, global economic uncertainty, global vision, competitive convergence and the need of upgrading by consumers. He concluded the presentation by summarising three evolutionary stages in brand development which goes from including functional brand to aspirational brand and finally lifestyle brand.
