Enquiry on Projects funded
under the Trade and Industrial Organisation Support Fund
Project Details
Project Reference :
T19004009
English Title :
Use of brand licensing strategy to grow business and consolidation of Hong Kong as a brand licensing and intellectual property (IP) hub in Asia
Chinese Title :
利用品牌授權策略拓展業務及鞏固香港作為亞洲品牌授權及職場中心
Target Sector :
SMEs in general
Project Nature :
Promotional activities/competitions/awards
Project Deliverables :
(i) A market survey (qualitative study) in six target markets (i.e. Guangzhou, Singapore, Taipei, Bangkok, Jakarta, Kuala Lumpur) to identify the major challenges facing the brand licensing industry;
(ii) A market survey (quantitative study) in the above six target markets to understand consumers’ perception of Hong Kong brands and their consumption behaviour;
(iii) A guidebook cum market report to set out the key findings and analysis of the two market surveys and provide guidelines on how companies can make use of brand licensing;
(iv) Three workshops to provide insights on the operational practice and implementation issues related to brand licensing;
(v) Two summits to provide insights on brand licensing and intellectual property (IP) trading and management; and
(vi) Promotional activities, including project website, eDMs, newspaper and online advertisements.
Project Duration (Months) :
28
Commencement Date :
01/08/2020 (dd/mm/yyyy)
Completion Date :
30/11/2022 (dd/mm/yyyy)
Grantee :
Asian Licensing Association Company Limited
Collaborating Organisation(s) :
Hong Kong Small and Medium Enterprises Association Limited
Federation of Hong Kong Industries
SME Global Alliance Limited
Federation of Hong Kong Brands Limited
Hong Kong Creative Industries Association Limited
Implementation Agent(s) :
PolyU Technology and Consultancy Company Limited
Emlyon Business School
Fund Approved :
HK$ 1,867,271