Hong Kong is a dynamic, modern city – multi-dimensional and always changing – and like the city it represents, BrandHK also needs to evolve with the times. Accordingly, a thorough review of BrandHK was undertaken in 2008-09, with three key objectives:

• To create and foster a shared vision for Hong Kong among local people.
• To assess the current positioning and other key elements of the brand.
• To develop a brand strategy that will help enable Hong Kong to maintain its position as Asia’s world city.

The review exercise was conducted both locally and internationally. Local perceptions were reviewed through extensive public engagement covering all demographic groups in Hong Kong, involving quantitative and qualitative opinion surveys, consultation with a broad cross-section of discussion groups and a sectoral online survey. Additionally, an online platform, myhk2020.com, was created to further engage the public, including a music and lyrics competition and a drawing competition. The winning entries of these competitions are available for viewing at myhk2020.

External and international perceptions were based on the Anholt-GfK City Brands Index Hong Kong Report (2007 and 2009 editions), which measures city brands across six criteria. WebLedge research (a customised internet research tool) was also used to make internet-derived comparisons in nine different aspects between Hong Kong and four other cities – New York, Singapore, London and Shanghai.

An Opinion Research Analysis of BrandHK Review was compiled by international communications and branding consultant Fleishman-Hillard in conjunction with international market research firm Taylor Nelson Sofres.

Analysis of the review findings made a clear case for retention of most of the original key elements of the brand, particularly the dragon image and the brand positioning which had built up equity over the years. Both are now well recognised in connection with Hong Kong, while the city is arguably even more ‘Asia’s world city’ than it was at the start of the millennium.

The review further indicated that the people of Hong Kong strongly value the city’s free and open society, along with its economic and social freedoms. Besides maintaining an enterprising spirit, Hongkongers saw a need to encourage innovation and creativity, be tolerant and open to diversity, and work to achieve a more sustainable and harmonious society that values a work/life balance, culture, heritage and the environment.

In light of the findings of the BrandHK review, adjustments were made to the core values and attributes, while the visual identity was artistically modified. Additionally, an integrated marketing communications strategy was put in place to promote the revitalised BrandHK Programme.

The strategy focuses on the evolution of BrandHK rather than its reinvention, building on the brand’s existing equity to further its appeal and reach. Advertising and marketing techniques are integrated to create a consistent message using online and offline channels.

Local people are at the heart of this strategy, central to which is the Faces of Hong Kong campaign, which brings BrandHK to life by using real stories from people of all walks of life to illuminate the brand values and attributes. The strategy also seeks to highlight Hong Kong’s soft power – the richness of its culture and heritage, as well as the enterprising spirit, innovativeness and creativity of its people.

The campaign is reinforced by a new BrandHK communications booklet, a video, a revamped BrandHK website and new print advertisements. In addition, a photo mosaic project utilised photographs of local people to create various images of Hong Kong – Asia’s world city.

The updated BrandHK was relaunched on March 27, 2010 at the Hong Kong Cultural Centre. Other publicity events included a series of TV documentaries, student workshops, a BrandHK teaching kit for schools and miscellaneous media activities.