"The power of a brand lies in what resides in the minds of the customers - what they've learned, felt, seen and heard about the brand - the result of their experiences over time," says Angus Wai, general manager of human resources at Fairton International Group.
Founded in 1955, Fairton is a brand management company bringing high-end fashion, luxury goods and lifestyle products from around the globe to Hong Kong, the mainland, Macau and Taiwan. The list of prestigious brands Fairton works with includes Jean Paul Gaultier and Max Mara.
"Brand management is not a battle of products; it is a battle of perceptions," Wai explains.
And, in recent years, new tools have emerged for shaping these perceptions. "Apart from the conventional media and advertising channels such as print and TV - and event management and catwalk presentation for the fashion industry - the internet has become a leading medium [for brand management]. Social networking sites are now another very influential platform for rapid `word-of-mouth' promotions."
These developments have helped to accelerate the explosive demand for luxury goods on the mainland.
With demand for high-end brands booming - especially among mainland shoppers - Fairton is keen hire new staff.
"We are looking for experienced, high-calibre talent to join our general and brand management teams," says Wai. "We're looking for general managers for multiple brands and brand managers for specific brands. We are also seeking recruits with potential for our middle management team which fulfils a variety of functions across Greater China."
To cater to the more discerning consumers, Wai says applicants for positions with Fairton require some particular qualities. "Creativeness, aggressiveness, knowledge, business acumen, fashion sense and flair, customer focus, a never `feeling full' appetite to improve and take on new concepts... These are all a must to ensure success," he says.
But Fairton isn't the only company looking to hire mark