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Both Hong Kong and mainland companies  are urgently seeking professionals to help them market and sell their products

To take a brand from being unknown to  a household name requires  a good product, a huge marketing effort and a superb marketing team.

Branding continues to grow in importance,  and both Hong Kong and  mainland companies  are urgently calling for professionals to create successful stories.

'There is an increasing demand for marketing/branding executives,'  said  Hong Kong Institute of Marketing vice-chairman Yim Kai-ming, who  runs his own marketing consultancy firm, Inno:solutions.   'China is now literally the biggest factory in the world, housing thousands of different factories.'

These factories are now trying to change from focusing solely on manufacturing and exporting, to marketing and selling their products.

'They are keen to brand their products and add value to the process, which eventually makes most of the money.'

Professional experience from branding experts is essential, as branding requires an entirely different perspective from   manufacturing.

Mr Yim,  a marketing veteran with more than 22 years in the profession, said:  'I do not think we have enough good marketing people  in the field.

'Branding and marketing people's key objective is to inspire consumers to buy - it involves a deep understanding of consumer psychology to determine the right positioning and design an attractive package and  promotion to get  consumers to buy.

'Though there are several successful China-based brands in the market right now, such as TCL, Haier and Skyworth, we need more.

'Manufacturers cannot use their own competencies to build a brand from zero.'

Manufacturers are now being encouraged to  seek professional advice for this purpose.

'It is  quite common for the Chinese to be uninterested in involving outside professionals. They often  seek professional help at the last minute, which does not allow enough time for   branding success,' Mr Yim said.

In addition to the increasing demand for branding specialists from local-based corporations, more global brands are calling for professional marketers when it comes to penetrating the China market.

Another reason Hong Kong marketing professionals are in such demand is that China has not yet produced a sufficient number of marketing professionals to cope with the increasing demands.

Almost every corporation has  its own marketing team. As marketing work becomes more complex,  corporations  may employ external consultants to help manage their brands. A world-class brand manager might look after several markets or territories at a time.

'Key performers  will gradually be promoted with additional responsibilities,' Mr Yim said. 'They can be promoted to managerial  level within seven years.'

Marketing professionals  should equip themselves with substantial exposure in sales.

'Marketing and sales  require two different sets of training,' Mr Yim said.

'However,  the skills and knowledge are interchangeable. It is essential to equip people with good knowledge of both sides for further career enhancement within an organisation.'



Calling all brand specialists