The Art of Meaningful Travel

DURATION

• 7 days

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LEARNING OBJECTIVES

• Learn what a brand is (particularly a strong brand) and what branding is about

• Analyse and discuss brand related problems

• Gain hands-on experience and build teamwork through various workshops and interactive activities

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OVERVIEW

We see brands everywhere. They tell us about the goods and services they deliver and sometimes even the values and beliefs they uphold. What makes these brands valid and triggers us to have emotional reactions towards them?

Japan has long been a leader in brands on a global scale, and the trademark of ‘Made in Japan’ bears a level of quality assurance - it tells us a story of their history, culture, values and beliefs and how these are delivered in their products and services.

Led by Francis Hung, Assistant Professor of Advertising Design at The Hong Kong Polytechnic University, students will learn about brands of different industries and explore the secret of branding and how it deeply affects different facets of society in Japan. They will meet in person, the masterminds of world-class brand creators on how brands are created and built, as well as visiting and participating in fun and creative workshops at iconic brand museums, such as the Advertising Museum Tokyo and Cup Noodles Museum, that have built up the successful branding of the modern Japan.

Students will be guided through a series of workshops and exercises during the tour. As they understand the value of branding in a country, we will help them to identify and build their own personal brand identities, and instilling a positive attitude. 
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Motivational speaker, Jay Danzie once said, ‘Your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark’. Why not get inspired on our tour and build on a better brand for yourself?