University party chief Professor Ma Dexiu, assistant to the minister of the Ministry of Commerce Huang Hai, Shanghai municipal government vice secretary-general Xu Jianguo all greeted the audience and made speeches on the theme of 'brand strategy and urban development'. Xu made clear his own understanding of brand development and suggested that a new urban positioning requires a new brand structuring. Executives from Hongshuangxi, Jinjiang Holdings, Shanghai Electrics also presented their opinions during the meeting.

President of the Antai Economics and Management College of the university Prof Wang Fanghua, chief of the Institute of Brand Studies and secretary in chief of Shanghai Brand Promotion Center Professor Yu Ming and director of the Brand Studies Center of the University of Columbia Professor Schmitt reached a consensus that brand competency, rather than value, is the core problem of branding strategy.

Brand value, no matter how big the figure might be, may not be realized if transaction does not occur, said Professor Yu. It is meaningless without comparison on the market. Brands need a carrier and conditions for transfer. Yu introduced a new concept supported by Shanghai Jiao Tong University and the University of Columbia; brand competency. Brand competency is composed of the abilities or strengths of creativity, quality control, marketing approaches, image proliferation and cultural heritage.