香港測量師學會

編號	:	2014065
項目名	:	Dual branding strategy for a successful new brand launch
學會持續專業發展編號	:	Formal Events
講師	:	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.
日期	:	2014-08-20
時間	:	7:00 pm – 8:30 pm
註冊截止日期	:	2014-08-19
有關組別之資格預審前研習小時	:	1.5
地點	:	香港上環干諾道中111號永安中心12樓 1207室測量師研究中心
部門	:	GPD
費用	:	HK$120 for member; HK$150 for non-member (HK$30 walk in surcharge for all pricings listed)
名額	:	GPD Members; First-come-first-served
語言	:	Cantonese supplemented by English
詳情	:	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.
付款	:	HKD 120
Face-to-Face/Zoom	:	Please refer to the remarks

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