The 6th Global Sensory Branding Forum
(Tentative Program Rundown)
Date & Time：May 9, 2014, 1300-1800
Venue：School of Design, the Hong Kong Polytechnic University
Organizer：Cacht International Research Center for Senses
Supporting Organizations:
The Intellectual Property Department of the Government of the Hong Kong Special Administrative Region
School of Design, the Hong Kong Polytechnic University
Hong Kong Design Centre
Program Rundown:
13:00-14:00 Exhibition: Shaan Xi Culture Exhibition; Fazaya –Culture of Color Exhibition
14:00-14:35 Welcome Address
Mr. David Muls, Senior Director of Madrid Registry, World Intellectual Property Organization
Professor Cees de Bont, Dean of School of Design, the Hong Kong Polytechnic University
Mr. Chen Zhongwei, General Manager of Heng Yuan Xiang (Group) Co., Ltd.
Director of Cacht International Research Center for Senses
Keynote speech
14:35-14:52 Roomscape HistoryofInteriorofInterior
Mr. Italo Rota, ScientificdirectorofNABADomusAcademy
14:52-15:09 Media Guest’s Sharing
15:09-15:25 Brand Marketing Management and Sensory Lifestyle of New Era
Ms. Luo Mei, Instructor, Institute of Textiles and Clothing (ITC), the Hong Kong Polytechnic University
15:25-15:42 The Chinese Needs Humor
Tommy Li, famous Hong Kong fashion designer
15:42-16:00 Exploring Senses in Product Design Innovation in Social and Cultural Contexts
Mr. Tang Mingxi, Professor, Product and Industrial Design, School of Design, the Hong Kong Polytechnic University
16:00-16:10 Coffee Break
16:10-16:25 Come to Our Senses - Are There More Than Five? Do We Make Good Use of Them?
Mr. Walter Werzowa, Composer, producer and owner of LA-based music production studio Musikvergnuegen
Trademarkauction（Auction Game and Real Auction）
16:25-16:30 Introduction to Sensory Experience and Auction Game
Mr. Peter Cheung, Director of Intellectual Property, the Government of the Hong Kong Special Administrative Region (Guest host)
16:30-16:45 Sensory Experience & Auction Game of Sensory Trademarks
16:45-16:50 Sharing on Auction Game
Mr. Seong-Joon Park, Director General of Trademark & Design Examination Bureau, Korean Intellectual Property Office
16:50-17:15 Real Auction ofThreeTraditional Trademarks
17:15-17:30 How the US Model of Academic - Industry Interactions are Structured
Ms. Carol M Christensen, Director of Corporate Affairs, Monell Chemical Senses Center
17:30-17:45 SenseMaketheWorldBetter
Ms. Tina Zhao,CEOofBeyondGroup
Launching ceremony
17:45-18:00 Launching Ceremony of Cacht International Research Center for Senses
Mr. Peter Cheung, Director of Intellectual Property, the Government of the Hong Kong Special Administrative Region
Representative ofthe Hong Kong Design Centre
Mr. Chen Zhongwei, General Manager of Heng Yuan Xiang (Group) Co., Ltd.
Director of Cacht International Research Center for Senses
Organizing Committee
The 6th Global Sensory Branding Forum
The 6th Global Sensory Branding Forum Reply Slip (IPD)
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