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Brand Management Workshop
The Brand Management Workshop "Enhancing and Capturing Value in Competitive Markets with Strong Brands", hosted by The Asian Centre for Brand Management (ACBM) and conducted by Prof. Rajendra Srivastava, was held at The Hong Kong Polytechnic University on 6 May 2009.
The aim of the workshop was to provide training on "Enhancing and Capturing Value in Competitive Markets with Strong Brands" to senior executives from the Hong Kong retail and service sectors. The workshop attracted a group of 50-60 executives from diverse industries such as fashion, advertising, NGOs, jewellery and hospitality.
The workshop opened with a welcoming speech by Prof. Judy Tsui, the Associate Vice President, Dean of the Faculty of Business, Director of the Graduate School of Business and Chair Professor of Accounting of The Hong Kong Polytechnic University. This was followed by a presentation by Dr Sherriff Luk, Director, Asian Centre for Brand Management before commencing the session by Prof. Rajendra Srivastava, Provost and Vice President for Academic Affairs of Singapore Management University and Roberto C. Goizueta Chair in e-Commerce and Marketing of Emory University.
Topics covered in the workshop include elements of successful brands, case studies of brands as corporate assets and the integration of brand and financial metrics. During the workshop, pragmatic strategies were suggested in tackling the current financial crisis; in particular, on how to create brand value, pricing strategies such as price promotions and their impact on consumer behaviour and profitability, and strategies on customer acquisition and retention.
The seminar’s style was interactive with presentations followed by discussions and Q&A. The topics stimulated much thought amongst the executives who were eager to learn more about branding in the economic downturn. The responses from participants, collected from evaluation forms, indicate that they were highly satisfied with the seminar, and viewed the workshop as highly applicable to their job.
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