Asian Centre for Brand Management (ACBM) conducts rigorous academic research on branding issues that have practical value for improving business performance.  As a regional centre for branding and retail studies, ACBM focuses on creating and improving brand value, and organizing research projects on the management of brands as market-based assets.  We bring together brand practitioners, consultants, business leaders and academics to stimulate research on methodologies and approaches for assessing brand strength and performance.  We place great importance in broadening the vision and knowledge of entrepreneurs and managers through knowledge transfer enabling the development of creative and innovative branding programmes in the Region.

Mission

	To conduct rigorous applied research on branding issues that have practical value for improving business performance.
	To become a self-sustainable knowledge platform bridging between academia and industry.

Objective

	To become a leading regional centre for branding and retail studies, with a particular focus on creating and improving brand value for customers and shareholders.
	To adopt inter-disciplinary and cross-functional approaches to develop reliable assessment of brand value and brand asset.
	To act as a hub for knowledge sharing and the transfer of ideas and practice among design professionals, consultants, business leaders and academics, leading to innovative brand strategies and programmes for Hong Kong, Pearl River Delta, and overseas markets.
	To network with overseas brand research institutes in USA, Europe, Asia and Chinese Mainland.

Achievement

	Throughout the years, ACBM has demonstrated its expertise in brand management through research and partnership with business in consultancy projects and its renowned Customer’s Perceived Value project.
	The “Customer’s Perceived Value of Hong Kong’s Retail Sector” research project was initiated in 2004. The project is longitudinal in nature and involves twice a year large-scale survey interviews of shoppers, both local and foreign. Containing data that tracks the performance of over 400 retailers in Hong Kong, this research project assesses both local shoppers’ and tourists’ perceived value of local retail services. As such, it provides far-reaching implications for further improvement of service standards of local retail sectors.
	ACBM organizes an annual brand conference and occasional workshops on a range of branding-related topics with experts, industry leaders and international academics. Collectively, these provide an important channel for exploring trends and topics at the forefront of today’s competitive marketplace. Participants take away proven insights for leading their business. The Annual International Conference on Brand Management and the Brand Management Research Symposium are the flagship events of ACBM, with an audience over 500 participating each year.
	ACBM conducts academic research and publishes articles and papers covering branding issues in retail operations, brand trust, and shoppers' behavior.
	Recognized for its reputation in brand research and development by industry partners and professional organizations, ACBM members are often invited to serve as Advisers, Panel Members, Panel Judges or Awards Presenters at numerous local brand competition events. ACBM members have also served on Organizing Committees of other regional branding conference or workshop events.
	Through financial support received from government research funds and private business organizations, ACBM continues to implement several brand management research projects.

Our Staff

Ms. Amelie Cheung Assistant Officer

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