No Brand to Own Brand (Sep)Course Code: DPAM9051 | CE 68-043-34/61 Closed
GAPs Executive Series
Executive and corporate training at GAPs puts together all research and teaching resource base of overseas institutions and HKU SPACE, to identify training gaps and to offer intensive, non-traditional executive development that brings significant and lasting impacts to both individuals and organisations.
Led by experienced academics and practitioners from the UK, our executive courses offer inspiring and stimulating practice-based insights and allow excellent opportunities for meeting with different senior executives from across the region. While our executive courses benefit from being led by a team of international faculties, we are putting an equal emphasis on local relevancy, combining global leading research and practice with local experience which will enable you to add context and perspective when making business decisions.
"This Executive Series is a tripartite project between GAPs, Central Saint Martins and The Mills that aims at fostering innovation, incubation and entrepreneurship amongst young and aspiring professionals in the local industry and is a project that builds on a long-term collaboration between the three institutions. The project seeks to make Hong Kong more competitive by engaging industry practitioners in innovation and technological advancement, thereby creating higher levels of economic growth and employment opportunities."
Ken Wong, Nick Wright,
Head of GAPs Director of Innovations & Business, CSM
GAPs Executive Series 2016 includes the following short courses:
ART MARKET AND BRANDING
- Art and Creative Districts: The New Boom New
- The Future of Retails: Brand Experiences 2.0 New
- The Globalised Art Market New
- No Brand to Own Brand New
CREATIVITY AND BUSINESS DESIGN
FASHION, PHOTOGRAPHY AND LIFESTYLES
- London: New Approaches to Fashion Design New
- Fashion Communication
- Fashion, Styles, Faces and Places New
Central Saint Martins (CSM), University of the Arts London
Central Saint Martins was formed from the merger of two historical art and design colleges, St Martin’s School of Art founded in 1854 and Central School of Arts & Crafts founded in 1896.The two colleges merged to become Central Saint Martins, bringing together their internationally renowned traditions into a new dynamic formation.
Today, CSM is one of the world’s premier arts, design and fashion colleges with a reputation based around the achievements of its graduates, current staff and students. CSM students are typically restless in developing beyond the accepted norms of their subject that places the college at the heart of London’s dynamic creative scene.
With its 150 years of history, CSM’s famous alumni include some of the most important British and international artists from famous painters such as Lucien Freud and Frank Auerbach who studied fine art at Saint Martin’s in the middle of the 20th century; to Sir James Dyson, the industrial designer and founder of Dyson Industries; A.S. Byatt, the British author; Colin Firth, the actor and winner of BAFTA’s Best Actor Award and to the latest wave of the world’s celebrated designers including Katharine Hamnett, Marc Jacobs, John Galliano, Alexander McQueen and Stella McCartney.
From the 1950s to the 1970s garment and textile manufacturing was Hong Kong’s pillar industry. Since the 1980s, however, this industry has followed in the footsteps of traditional manufacturing’s shift to the Mainland. As one of the largest textile mills, Nan Fung Group was a pioneer and pushed the boundaries of the industry. The year of 2014 marked Nan Fung Group’s 60th anniversary, making the initiation of “The Mills”, a heritage-meets-future project, especially meaningful.
The mission of The Mills is: to rejuvenate Hong Kong’s fashion and textile industry; to foster innovation, creativity and entrepreneurship in Hong Kong; and to energise the development of Chai Wan Kok industrial district in Tsuen Wan. The major components of The Mills include: an incubation centre with a focus in fashion, textiles and related technology, supported by mentoring, training and venture capital; an online/ offline retail experience comprised of Hong Kong fashion-themed shopping, services and F&B at its revamped heritage mills, as well as online retail; and a gallery space to commemorate the old and showcase the new in Hong Kong fashion.
“In any category only one product can be the cheapest. All the others need a brand”
Will Maskill, Director, Tin Horse Design
“…the world’s top 100 consumer goods and retail companies posted sales of US$ 3,500 and profits of US$ 228 billion. In contrast, the top 100 OEMs in the Asia-Pacific region supplying those companies with products under their brands, recorded sales of only US$ 85 billion and profits of US$ 4 billion.”
Li Wenfang, China Business Daily
As local production costs and obligations grow, the scope for business growth in OEM (Original Equipment Manufacture) diminishes. And as price competition persists as the key differentiator, it is understandable that the motivation for businesses to migrate from OEM to OBM (Own Brand Manufacture) is ever increasing. However, such a move is not necessarily straight forward. It needs careful planning, financing, and the acquisition of new knowledge, skills and capacities.
This course seeks to address some key ideas and methods that are central to the development of meaningful and well differentiated brand offerings. It will consider the importance of appropriate emotive brand positioning and practice the development of new brand narratives. Providing examples from existing enterprises, it develops insights into the factors companies should consider when building their own brands, and advocates pragmatic approaches to the operationalisation of original brands.
- OEM-OBM; Opportunities & Challenges
- Touchpoint analysis
- Understanding Branding
- Gap Analysis
- Narrative Building
- Working with Designers: Devising Successful Design Briefs
Professionals who work in design consultancies or manufacturing industries worldwide such as product designers, industrial designers, store designers, retail systems designers, design planners, researchers and strategists or those who are working in global compaines and taking on a strategic roles to help them develop their ability to identify and respond to market changes.
Lecturer from Central Saint Martins
Nick is a Designer and Programme Director of Product Ceramic & Industrial Design at Central Saint Martins; recipient of the Queen’s Anniversary Prize 2013-14. His clients include Moet and Chandon, Muelhens and Unilever; and has collaborated with companies such as Panasonic, Visa Europe, Renault, Microsoft, Kenzo, and Coca-Cola.
Certificate of Attendance
Each participant will be presented with a certificate of attendance issued by Central Saint Martins, University of the Arts London at the end of the course, subjected to 80% of the attendance rate.
Course Fee (2 days)
Standard rate: HK$15,500 (covering tuition, course materials and light refreshment), or
Special rate: HK$13,000 which applies to:
- early-bird application two weeks before the course commences;
- corporate or group enrolment with 3 or more registrations from the same organisation; or
- Executive Series alumni.
The Mills Scholarships
Each year, scholarships are given to young and talented practitioners enrolled to any of the GAPs Executive Series supported by The Mills. The Mills will select and will offer scholarships to the qualified candidates. Applicants will automatically be considered for the scholarships. Please contact programme staff for more details.
When application is open, interested individuals can apply online by clicking here. Parties interested in group/ corporate booking please contact programme staff for further arrangements.
Applicants will be notified of the application result and will receive a letter of acceptance. Applicants will have to present the Payment Notification Form upon payment of course fee at any of the HKU SPACE Enrolment Centres.
- Cash or EPS, or
- Crossed cheque payable to "HKU SPACE"
(Please specify the programme/course title, applicant's name, and HKU SPACE student card number, if applicable.)
Note: Holders of HKU SPACE MasterCard can enjoy a 10-month interest-free instalment period for modules with a tuition fee for a minimum of HK$2,000-HK$40,000, however, the applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any HKU SPACE Enrolment Centres.
Click here to check out your nearest Enrolment Counters. Only Learning Centres with the icon can process payment.
Notes to Applicants
- Applicants may be required to pay the course fee in cash or by EPS if the course is to start shortly. Fees paid are not refundable except under very exceptional circumstances (refer to Note 2 and Note 3), subject to the School’s discretion.
- HKU SPACE reserves the right to cancel a programme/course in cases of insufficient enrolment or unforeseen difficulties arising from running the course. In such circumstances, tuition fees would be refundable.
- In exceptional cases where a refund is approved, fees paid by cash, EPS or cheque will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder’s credit card account.
- In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant programme brochures or direct any enquiries to the relevant programme staff for details.
- Payment and enrolment to a programme/course cannot be transferred from one applicant to another. Once accepted onto a programme/course, the student is not allowed to switch to another programme/course. When a transfer is approved by International College under special circumstances, a processing fee of 10% of the course fee will be levied on every approved transfer.
- Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail. For additional copies of receipts, please call +852 2910 7629/7555. An administration charge of HK$30 for each additional copy applies.
- If a short course is postponed due to unforeseen circumstances, including staff illness, flight delay or cancellation, HKU SPACE, and partner university if applicable, will make every reasonable effort to reschedule the class or to make up the schedule in the same week. HKU SPACE apologises for any inconvenience caused if this happens and urges you to ring to IC office at +852 2910 7629/7555 if you have any concerns.
- The Director may, at his discretion, refuse to admit an applicant.
- Due to copyright issues, and to allow a free exchange of ideas among participants, the use of audio and/or visual recording is strictly prohibited in class.
Applicants should normally hold:
- A bachelor's degree awarded by a recognised university, preferably with years of relevant management experience; or
- A recognised tertiary level qualification, with substantial years of experience at executive level.