{"id":5970,"date":"2019-01-20T00:14:36","date_gmt":"2019-01-20T00:14:36","guid":{"rendered":"https:\/\/blogs.shu.ac.uk\/c3riimpact\/?p=5970"},"modified":"2019-02-06T12:18:21","modified_gmt":"2019-02-06T12:18:21","slug":"dr-cathy-leung","status":"publish","type":"post","link":"https:\/\/blogs.shu.ac.uk\/c3riimpact\/dr-cathy-leung\/","title":{"rendered":"Tuesday 29 January 2019 – C3RI Lunchtime Seminar with Dr Cathy Leung (senior lecturer from Hang Seng University, Hong Kong)"},"content":{"rendered":"

Title:<\/strong> Out of the sin-bin and into your e-shopping trolley: The case of Taobao\u2019s doppelganger brand image
\nSpeaker:<\/strong> Dr. Leung Miu Yee (Cathy), Senior Lecturer from Hang Seng University in Hong Kong
\nDate and time:<\/strong> Tuesday 29 January 2019, 1pm-2pm
\nHosted by:<\/strong> Dr Frances Slack<\/a><\/p>\n

Abstract<\/strong>
\nOne of the most influential ways to differentiate from key competitors is to use strategic branding on products, developing strong brand identity, brand image and brand personality. To blend the theory and practice of brand management, this case describes how the e-shopping portal Taobao built its brand image from scratch in 1999 until it is now a supernova on the world stage. Due to the highly competitive environment in mainland China, Taobao is facing challenges to its role of brand leader. The seminar explores Taobao\u2019s brand identity and its work in connecting with their their target customers to sustain growth and competitive advantage.<\/p>\n

Biography<\/strong>
\nDr. Leung Miu Yee (Cathy) is currently a senior lecturer from Hang Seng University in Hong Kong. Before joining the higher education institution sector, she worked in e-commerce at Microsoft, Silicon Graphic Company. She has engaged in several e-business consultancy projects for IBM and worked as research staff at the Chinese University of Hong Kong. She conducted several PhD research seminars and guest lectures in other UK universities. Dr. Leung has broad working experience in international-level business strategy, e-entrepreneurship, digital inclusion, and IT in business services.<\/p>\n

1.00PM-2.00PM<\/strong>
\nTUESDAY 29 JANUARY 2019<\/strong>
\nCANTOR 9128, CITY CAMPUS, SHEFFIELD HALLAM UNIVERSITY<\/strong><\/p>\n

See here<\/a> for details of other seminars in the series.<\/p>\n

All SHU staff and students are welcome to attend the C3RI Lunchtime Research Seminars. If you are from outside of the University and would like to attend a seminar, please email<\/a> the C3RI Administrator to arrange entry.<\/p>\n","protected":false},"excerpt":{"rendered":"

Title: Out of the sin-bin and into your e-shopping trolley: The case of Taobao\u2019s doppelganger brand image Speaker: Dr. Leung Miu Yee (Cathy), Senior Lecturer from Hang Seng University in Hong Kong Date and time: Tuesday 29 January 2019, 1pm-2pm Hosted by: Dr Frances Slack Abstract One of the most influential ways to differentiate from key competitors is to use […]<\/p>\n","protected":false},"author":9742,"featured_media":5976,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":0,"footnotes":"","jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[103],"tags":[964,6,963,961,962],"class_list":["post-5970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","tag-brand-image","tag-communication-and-computing-research-centre","tag-doppelganger","tag-dr-leung-miu-yee-cathy","tag-taobao"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/blogs.shu.ac.uk\/c3riimpact\/files\/2019\/01\/2019-01-29-LEUNG-Cathy-seminar.jpg?fit=860%2C260&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p8oFHo-1yi","jetpack-related-posts":[{"id":8441,"url":"https:\/\/blogs.shu.ac.uk\/c3riimpact\/january-2020-lunchtime-seminar-cathy-leung\/","url_meta":{"origin":5970,"position":0},"title":"Tuesday 21st January 2020 – Lunchtime Seminar with Dr Cathy Leung (Senior Lecturer from Hang Seng University, Hong Kong)","author":"Amy Lander","date":"13\/01\/2020","format":false,"excerpt":"Title: Boosting students\u2019 learning through the Case Method: Analysing e-business Taobao Speaker: Dr. Leung Miu Yee (Cathy), Senior Lecturer from Hang Seng University in Hong Kong Date and time: Tuesday 21st January 2020, 1pm-2pm Abstract Unlike lectures, case method classes unfold without a detailed script. In practice, they pursue opportunities\u2026","rel":"","context":"In "Events"","block_context":{"text":"Events","link":"https:\/\/blogs.shu.ac.uk\/c3riimpact\/category\/events\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blogs.shu.ac.uk\/c3riimpact\/files\/2020\/01\/2020-01-21-Cathy-Leung-edit.jpg?fit=860%2C290&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blogs.shu.ac.uk\/c3riimpact\/files\/2020\/01\/2020-01-21-Cathy-Leung-edit.jpg?fit=860%2C290&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blogs.shu.ac.uk\/c3riimpact\/files\/2020\/01\/2020-01-21-Cathy-Leung-edit.jpg?fit=860%2C290&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blogs.shu.ac.uk\/c3riimpact\/files\/2020\/01\/2020-01-21-Cathy-Leung-edit.jpg?fit=860%2C290&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":3986,"url":"https:\/\/blogs.shu.ac.uk\/c3riimpact\/lunchtime-seminar-deepayan-bhowmik\/","url_meta":{"origin":5970,"position":1},"title":"Wednesday 31 January 2018 – Lunchtime seminar with Dr Deepayan Bhowmik (Lecturer in Computing)","author":"Amy Lander","date":"13\/01\/2018","format":false,"excerpt":"Speaker: Dr Deepayan Bhowmik, Lecturer in Computing, Sheffield Hallam University Title: Signal and Image processing for digital security, surveillance and trust In this seminar,\u00a0Dr Bhowmik will\u00a0provide an overview of\u00a0his current and past research. 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