2024-09-18
12:10 PM - 12:50 PM
About the topic: Luxury Branding by Story Telling
In my research on luxury branding management, I utilized autoethnography, role theory, and the Narrative Policy Framework (NPF) to examine how luxury branding management functions in the Chinese business environment. I discovered that brand authenticity plays a critical role in shaping brand policy, and brand managers collaborate with business partners to set their brands apart. Brand managers still wield significant influence despite the collaborative nature of brand policy because of globalization and Internet technology. Through my research, I introduced the Role-based Narrative Policy framework with new propositions, offering fresh perspectives on luxury brand storytelling for academia and luxury branding management practitioners.
About the speaker: Samuel Kwok
Dr. Samuel Kwok is an accomplished Professional Doctorate. He obtained his DProf degree from Middlesex University London. His research focuses on the narrative policy framework and policy-actors group research for branding management. Additionally, he is an expert in the international bullion market and has worked as a chief advisor for the Chinese Gold and Silver Exchange in Hong Kong. His monograph "Strategy of China Bullion Market Integration and its Financial Impact," published by People’s Daily Press, China, showcases his exceptional expertise in the field. Dr. Kwok is an FHEA who engages in educational research, industry analysis, and business case authoring published internationally. His views have been featured by major domestic and international media outlets.
Date: 18th September
Time: 12:10PM – 12:50PM
Venue: Tencent meeting
Language: Chinese
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