Authenticity in Brand Marketing: A Chinese Perspective
Posted by Institutional Development Scheme for HKSYU
Event Type: Research Seminar
Event Theme: Decision Making
Speaker: Prof. Oliver H. M. Yau (Honorary Professor, The Open University of Hong Kong)
Date: 10 March 2017 (Friday)
Time: 2:30pm - 4:00pm
Venue: RLB 502, Research Complex, HKSYU
Language: English
Remarks:
1) Free Admission
2) We recommend registration in advance for seat-reservation and news update.
Introduction
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 terms 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.
