The annual grand event, IIM Open Forum, for 2007 of the Institute was still on branding.  This was the second in the row since 2006, indicating the importance of this 'blue-ocean' window for Hong Kong enterprises.  Judging from the keen interests expressed by participants in 2006 in the practical 'how-to' aspects, the 2007 Forum was designed from the outset to zoom in on 'how to successfully build the Hong Kong brand in the Mainland consumer market'.

The Institute was most honored to have lined up the City University of Hong Kong and the Hong Kong Chamber of Small & Medium Business Ltd. (HKCSMB) as joint organizers of this event.  Besides availing a most suitable venue, the Wai Hing Theatre, the City University further mobilized its faculty and students to take full part in this function. 

As scheduled, the forum event started shortly after 2 p.m.  To mark the inauguration of the Forum, Dr. Dominic Wong, Hon. President of IIM, Dr. Mary Pang, Assistant Dean of Faculty of Business of CityU, and Mr. Dennis Ng, President of HKCSMB in turn delivered their opening speeches expressing their expectations and encouraging all participants to play full roles in extracting and exchanging wisdom with each other.

Before the individual presentations guest speakers and the co-organizers 
took a group photo on the stage of Wai Hing Theatre of CityU, the Forum venue

The Forum presentations were divided into two parts with a fifteen-minute tea/coffee break providing opportunities for participants' networking.  The first part aimed to providing an introduction to the up-to-date development of the China consumer market to lay the foundation for subsequent speakers.  Prof. Zhou Nan, Head of Department of Marketing, CityU, started off with a broad introduction on the scope and characteristics of the Mainland consumer market, pinpointing the direction and key approaches that intending explorers should focus on.  Prof. Zhou's very interesting scenario was supplemented by Mr. Daniel Lam, Senior Product Promotion Manager of HK Trade Development Council.  Daniel provided a summary account of the supporting initiatives and branded product promotion platform that TDC has set up for Hong Kong enterprises in the Mainland at the trade, consumer and media level.

Field practitioners from the industry dominated the scene after the middle networking break.  John Chan Chung Tung, Chairman of Chaifa Holdings Limited started off telling the audience how he made it from a very small beginning to the present day great success with the 'Playboy' brand and the strategic moves that he had executed in nurturing his own brand 'Cavani'.  Chan's direct experience was supplemented by the brand consulting cases put forward by Cary Dew, Director of Channel Worldnet Limited.  He shared the wisdom that he deduced from his analysis of these cases, some of which he was directly involved.  Daniel Kong, brand consultant of Inno:vision Managment Consulting Limited, wrapped up the guest presentation session by sharing his observations and the principles for successful branding that he had percolated from serving local clients.