Brand Management, Audit and Loyalty Study for Chow Tai Fook Jewellery

Dr Sherriff Luk Ting-kwong
Department of Management and Marketing

A series of brand management projects was undertaken for Chow Tai Fook Jewellery to create and maintain a strong retailer brand for the chain, with the first one commencing in 2006.  It enhanced competitive advantages and facilitated the brand’s penetration in new geographical markets in Mainland China.

The team not only provided professional advice on how to develop a well-known brand, with brand awareness and brand preference, but also helped develop a “strong brand” characterized with unique brand values, enriched brand experience, high level of brand loyalty and brand trust, sustainability, and good return in investment in terms of profitability, steady cash flow and economic value-add to their company’s asset.