Dr. Lau Kong Cheen

Author Archives: Dr. Lau Kong Cheen



Brand Personality As A Direct Cause Of Brand Extension Success

Brand Personality As A Direct Cause Of Brand Extension Success

Conventionally, most brand extension strategies are established based on using the similarity of product category with the parent brand to influence the target market to accept the new extension. This is by far rather limiting for brands. In our recent research and development into brand extension strategy, particularly focusing on symbolic brands (i.e. brands commonly used for self-expression), there is a new solution to overcome...

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Branding for Business Growth

Branding for Business Growth

Dr Kong Cheen Lau holds a Ph D in Marketing and serves as our Senior Director. The following are excerpts from his speech given at the lunchtime seminar “The Next Lap: International Growth”. All enterprises — no matter how established, stable, or dynamic — encounter speed bumps. This is true for those seeking to expand locally and for those bringing their business abroad. To manoeuvre...

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Big Data Coming Your Way

Big Data Coming Your Way

Dr Kong Cheen Lau holds a PhD in Marketing and serves as our Senior Director. The following are excerpt from his speech “The Age of Big Data Analysis.” The interest towards big data of late is very much attributed to the large amount of data generated from both within organisations and in the digital space. For instance, within each minute, brands receive 34,722 likes, Facebook...

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