A Seminar on Authenticity in Brand Marketing: A Chinese Perspective
Conference title
A Seminar on Authenticity in Brand Marketing: A Chinese Perspective
Venue
RLB 502 Research Complex, HKSYU
Start date
10-03-2017
End date
10-03-2017
URL
Detail
Speaker: Prof. Oliver H. M. Yau (Honorary Professor, The Open University of Hong Kong)
Abstract
The definition of authenticity in this talk is very different from the literature on marketing as it is derived mostly from the Chinese literature. There are three cores in this talk. Firstly, I will explain the differences between a brand name (品牌) and a famous brand (名牌). Then I will define authenticity in a layman term. Thirdly, a model of authenticity in term of its four dimensions will be presented. The model, which draws heavily from Taoism and Buddhism will be illustrated using examples of various famous companies or brands in Hong Kong such as MTR and HSBC.
Abstract
The definition of authenticity in this talk is very different from the literature on marketing as it is derived mostly from the Chinese literature. There are three cores in this talk. Firstly, I will explain the differences between a brand name (品牌) and a famous brand (名牌). Then I will define authenticity in a layman term. Thirdly, a model of authenticity in term of its four dimensions will be presented. The model, which draws heavily from Taoism and Buddhism will be illustrated using examples of various famous companies or brands in Hong Kong such as MTR and HSBC.
Type
Seminar