In the process of globalization, the penetration and competition from international brand enterprises causes SMEs in developing countries to shrink or even close down. From analyzing the successful experience of very well-established enterprises in Japan and Europe, Dr Lei suggests that “Emotional Experience” for their customers is their key to success. Employing an emotional strategy to create brand image is beneficial for the development of SMEs. Based on Dr Lei’s research on Macao’s brand image design, he discusses how “Emotional Experience” can create value for the brand in a district.