1.A series of brand perception and brand loyalty management studies for Chow Tai Fook Jewelry since 2006. Surveys were conducted in Hong Kong, Macao, and major urban cities in mainland China (Project Leader: Dr. Sherriff Luk).

2.Effective Branding for Hong Kong Catering Industry. This project is jointly funded by the Department of Industry & Trade, HKSAR, and the Hong Kong Federation of Restaurants and Related Trades. Major objectives of this 20-month project are to provide valuable insights for the development of effective brand building strategy for catering service and food brands and for the design of brand experience to ensure the delivery of the promised brand values (Project Leader: Dr. Sherriff Luk).

3.The perceived value of the Sasa brand (a cosmetics retailer brand). This project involves a number of surveys that will be conducted in four phases from 2011 to 2013. Strategic and management implications for operation and marketing activities that are designed to support a strong Sasa brand will be derived from the findings (Project Leader: Dr. Sherriff Luk).

4.Survey on Chinese consumers' perceptions of HK-based Brands, 2012. The project is co-sponsored by the Department of Industry & Trade, HKSAR, and the Chinese Manufacturers Associations (Project Leader: Dr. Sherriff Luk).

5.Re-Brand the Guzhen Brand (2012 to 2013). This one-year place branding project aims to develop a re-branding strategy for Guzhan, the Capital of Lamp and Decoration in China. The project is fund by the Guzhen Township Government (Project Leader: Dr. Sherriff Luk).

6.4-cases Project, funded by the Department of Industry and Trade, HKSAR Government

7.The Xiamen project for CMA

8.The SME branding and channel strategy for the China market, funded by SME Fund.

9.「CK.Hair」project is planned as a 36-month plan for the period of 2014-2016 (inclusive).To provide strategic insights crucial for the development of an market entry strategy which defines the priorities of the selected geographical markets.To help develop an effective brand building strategy for the CK Hair Brand. to gain the pioneer effect and help set the industry standard which will ensure the brand’s sustainable competitive advantages in mainland China market;to detail business process, design and define the operational process and service policies, guide the selling and service behaviour of employees;To develop CK  Hair as a brand-driven organization and cultivate unique brand culture;to provide timely feedback crucial for monitoring the performance/health of the CK Hair brand and for effective management of its brand equity. (Project Director Dr. Sherriff Luk).