Press Releases

Strategic Brand Leadership Programme by German Guru


Hong Kong. 25 October 2016: Increasing global and local competition forces managers to continuously monitor the absolute and relative market position of their brands. Consumers often quickly change their attitude towards a brand and competitors often successfully attack a brand that looked strong “the day before”! In view of this, the Institute of Advanced Management Development of The Hong Kong Management Association (HKMA) will launch the "Program on Strategic Brand Leadership" on 17 & 18 November 2016 to assist Senior Managers and Decision Makers to equip themselves with major tools to achieve brand leadership.

The programme, which is facilitated by Univ.-Prof. Dr. Oliver Heil (Ph.D.), a distinguished Chair Professor of Marketing from Germany, will cover the following key areas:

  • Multidimensional Scaling as a basis for competitive brand management
  • Digital brands, digital branding and digital brand management
  • Celebrity branding decision making devices
  • Brand repositioning
  • Brand bundling
  • Various brand-market dyads
  • NeuroChance – for consumers brand relationship evaluation and brand switching prediction
  • Brand management in the decades ahead

Upon completion of the programme, the participants will be able to:

  • Become better, faster, up-to-date and most efficient brand managers
  • Successfully link the internet to your brand and exploit social networks to your advantage
  • Prevent your brand from losing luster
  • Become most sensitive about peculiarities pertaining to your brand(s)
  • Understand brand switching cognitive process
Start of Programme: 17 November 2016
Application Deadline: 10 November 2016
Enquiry: 2774 8594 (Ms Tam)


For further information, please contact:

For the Hong Kong Management Association: Ms Sunnie Ma
Senior Manager
+852 2774 8579

Ms Krystal Yeung
Executive Officer
+852 2774 8547

About the Institute of Advanced Management Development

Established within The Hong Kong Management Association in early 2015, the Institute of Advanced Management Development (AMD) offers advanced management programmes for senior executive development and top notched management consulting services to a whole range of organisations, with a view to making significant contribution to advancing Hong Kong’s and the Region’s human capital, and living up to the vision and missions of HKMA. AMD becomes Hong Kong’s unique institution that provides a learnt platform and channels for renowned scholars and management experts from around the world to interact with our fellows and members, as well as senior executives from business, education, health and public sectors. In the process, state of the art knowledge and innovative ideas that are relevant to the economic development of Hong Kong and the Region are imparted and generated.

For more information, please visit:

About Univ.-Prof. Dr. Oliver Heil (Ph.D.) – Seminar Leader

Univ.-Prof. Dr. Oliver Heil (Ph.D.) is a Chair Professor of Marketing. He has lectured extensively on the topic of brand management and published a number of articles on that topic.

Professor Heil is the founder and Co-director of the Center on Brand Switching and will combine his findings of academic research projects with practical consulting experience in the management of brands and services.

He studied economics (B.S.), mathematical economic theory (M.S.) at University of Bonn, econometrics at University of Pennsylvania’s department of economics (DAAD scholarship) and marketing at The Wharton School (Master and Doctorate). He likes cars, watches and Bauhaus art.

Professor Heil has lectured and consulted on branding in North America, Asia and Europe to a large variety of organizations. Professor Heil has received several academic and professional awards for this research, lecturing and teaching and has been on the boards of numerous organizations. He has published in major journals and received numerous teaching awards and recognitions.