The case is based on Ocean Park Corporation (OPC), which manages Ocean Park Hong Kong (OP), the 12th most popular theme park in the world in 2013. Known as "Hong Kong people's park", OPC successfully completed a HKD5.5bn Master Redevelopment Plan in 2012. By mid-2014, it had achieved impressive results: growing attendance by over 10% annually and reaching a surplus of nearly HKD130mn. Its customer profile has become more international, with visitors from Mainland China, in particular, representing an increasing share. The focus on growth led OPC to decide that OP should become an international resort destination, aligned with global industry trends, by developing additional attractions such as an all-year water park, and three hotels. To become a resort destination, the key question was how the management team could ensure that its brand identity was aligned with its entertainment, education, and conservation missions.

Wei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign featuring a Chinese singer with a huge social media following among Millennials. But Simon Carbonnier, R&S's chief creative officer back in Switzerland, is dead set against celebrity endorsements and anything that deviates from the brand's long-term value of "understated elegance." Should Song fight for Pearl's new campaign--or not? Expert commentary on this case study is provided by Kent Wong and Martin Ganz.

Wei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign featuring a Chinese singer with a huge social media following among Millennials. But Simon Carbonnier, R&S's chief creative officer back in Switzerland, is dead set against celebrity endorsements and anything that deviates from the brand's long-term value of "understated elegance." Should Song fight for Pearl's new campaign--or not? Expert commentary on this case study is provided by Kent Wong and Martin Ganz.

Wei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign featuring a Chinese singer with a huge social media following among Millennials. But Simon Carbonnier, R&S's chief creative officer back in Switzerland, is dead set against celebrity endorsements and anything that deviates from the brand's long-term value of "understated elegance." Should Song fight for Pearl's new campaign--or not? Expert commentary on this case study is provided by Kent Wong and Martin Ganz.