Brand power
The unstoppable charm of the brand
Brand authenticity: the new key to winning the market
In an environment where consumers are overwhelmed by a large number of advertising messages and doubt whether the content of the information is true, it is difficult to convince consumers with hypocritical or pretentious marketing methods. Creating brand authenticity not only positively influences trust and loyalty, increases brand value, but also enhances the consumer experience and transforms noise-filled messages into compelling music. This presentation will explore the nature of brand authenticity, explain its importance and impact, and share strategies for building authenticity. Through this speech, we hope to let the audience understand how authenticity has become the new key to winning the market in this era of scarce trust.
We are honored to have Associate Professor Huang Xiuying from the Department of International Business and Trade at Feng Chia University as the keynote speaker of “Brand Power”.
In this forum, you will be able to hear:
- What are the types of authenticity?
- Straightforward brand requirements for success
- Principles for building an authentic brand
About
Speaker
Associate Professor, Department of International Business and Trade, Feng Chia University
Dr. Huang Xiuying is currently an associate professor in the Department of International Business and Trade at Feng Chia University and a research fellow at the Peter Dulac Research Center at Feng Chia University. He has worked in the marketing business department of multinational and local enterprises. At present, he is a member of the judging committee of the Taiwan Excellence Award Marketing Group of the International Trade Bureau of the Ministry of Economic Affairs, and a global brand marketing consultant for domestic and foreign enterprises. His research interests include global localization, brand strategy, consumption of terroir products, and case studies on the internationalization of smallholder specialty teas.
About
Interlocutors
Zhong Shaoting
Hongya Foods Co., Ltd
Marketing Associate
Eric Chung is the Marketing Associate of Hongya Foods Co., Ltd., responsible for formulating the brand marketing strategy of the 77 business unit, as well as integrating and managing the Group’s cross-departmental marketing resources, by grasping market trends and consumer insights, and continuously expanding the consumer base with accurate and insightful marketing communication and a product portfolio that meets consumer needs, thereby activating brand momentum and enhancing brand equity.
Prior to joining Hongya Foods, Eric served as a foreign marketing executive for more than 10 years, accumulating marketing experience across the FMCG food and beverage/body care/fast food restaurant/home appliance industry, and managed brand target consumers from all ages between 18 and 50+, always using accurate and effective marketing strategies to successfully enhance brand power and business influence.
About
Introducer
Sfarran
Kongsteng Management Consulting Group
Principal Consultant
Frances Shih has more than 25 years of experience in corporate work and entrepreneurship, including foreign advertising and marketing, website operation in China, management consulting companies and Taiwan’s service industry. Rich experience in management and teaching, according to the actual operation of the enterprise, to provide suitable solutions and mentality and skills to improve.
