Many of the city's most well-known brands are joining forces to increase their competitive edge and raise money for two charitable groups. From December 1 to 7, more than 20 suppliers of goods and services will team up for Hong Kong Brands Week, an initiative that will feature a public forum, an online auction and the distribution of coupon-filled brochures in airports, ferry terminals and hundreds of shops. 'Hong Kong Brands Week is an unprecedented opportunity for local brands and the city's creative talent to interact and work together, to raise the competitive edge of Hong Kong brands,' said Hong Kong Brands Week chairman Daryl Ng. Brands taking part in the initiative include KMB, Prince Jewellery and Watch Company, Sa Sa International, Shun Tak-China Travel Ship Management, MTR Corporation, Sino Group, Sincere and Maxim's. Other brands involved include GP, Emperor Jade, Broadway Photo Supply, Chow Sang Sang, Chow Tai Fook, EMax, Four Seas Mercantile Holdings, Hang Seng Bank, King Fook Jewellery, Lan Kwai Fong Entertainment, Masterpiece by King Fook, OVO, The East and the Hong Kong Jockey Club. The week-long event is organised by the Hong Kong Design Centre, a non-profit group and its sister group, the Hong Kong Ambassadors of Design. Shelley Lee Lai-kuen, the former director of Home Affairs, said she got the idea for the initiative during 'Restaurant Week' in New York last summer. Ms Lee began working on plans when she returned, and helped partner the charitable organisation Community Chest with the Design Centre earlier this year. 'Nobody could foresee that we were going to have this economic tsunami, but as it turns out it's really a very good project because all the local brands are working together,' said Ms Lee, a vice-chairwoman of Hong Kong Brands Week. 'Once you have synergy and unity, you always achieve better results. So, we're going to hopefully encourage consumer spending in early December, which is a shopping month anyway.' Some HK$3 million had already been raised through sponsorship, Ms Lee said. Additional money would be raised through an auction of limited edition items on yahoo.com.hk. Proceeds will go to the Community Chest and the Hong Kong Ambassadors of Design. Brands Week will launch on December 1 with a half-day public forum at the Design Centre, located at the Inno Centre in Kowloon Tong. Anyone interested in the initiative can visit www.hkbrandsweek.org , which will be updated throughout the coming weeks.