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Wednesday, June 28 2017 6:32:29

Introduction
APC / ATC
CPD-HKIS
CPD by Others
 
Code : 2014065
Event Name : Dual branding strategy for a successful new brand launch
CPD Code : Formal Events
Speaker : Professor Howard Pong Yuen LAM 林邦源,
Associate Director, EMBA Program, The Chinese University of Hong Kong, (Former General Manager, Olympics Consumer Marketing, Coca-Cola China)
Professor Lam has over 20 years of marketing and general management commercial experience from multinational companies such as P&G, McDonald's and Coca-Cola, etc. With his excellent marketing strategy and cross-functional leadership, he and his team have won several global awards at the Coca-Cola Company, the best juice drink advertising, the best new product launch, the best sponsorship in Beijing Olympics, and the best marketing campaign.
Professor Lam received Ph.D. in Marketing, MBA and Bachelor of Science degrees from the Chinese University of Hong Kong, and Master of Science degree in financial management from the University of London.
Professor Lam currently is the associate director of EMBA program in the Chinese University of Hong Kong. He integrates theory with practice, and develops more leaders for business.
Event Date : 20/08/2014
Event Time : 7:00 pm – 8:30 pm
CPD Hour(s) : 1.5
Venue : Surveyors Learning Centre, Room 120712/F, Wing On Centre, 111 Connaught Road Central, Sheung Wan, Hong Kong
Division : GPD
Closing Date : 19/08/2014
Fee : HK$120 for member; HK$150 for non-member (HK$30 walk in surcharge for all pricings listed)
Priority : GPD Members; First-come-first-served
Language : Cantonese supplemented by English
Details :

We may increase the chance of success of a new brand (e.g. a property site) launch by using a "given name" and a "family name" simultaneously, dual brand strategy. A suggestive "given name" helps consumers recall the key benefits and features of the Phase 1 of the property site. A "family name" communicates the benefits of the whole property site. A dual branding strategy addresses the problems of using one name for a new brand (a new site) launch.