Brand Hong Kong was launched in 2001 before an international audience at the FORTUNE Global Forum in Hong Kong. Since then, using a well orchestrated communications strategy, Brand Hong Kong’s visual identity and brandline have become familiar to people at home and around the world – the flying dragon and ‘Asia’s world city’ have become synonymous with Hong Kong.
Hong Kong is a dynamic, modern city – multi-dimensional and always changing. Like the city it represents, Brand Hong Kong also needs to be reviewed from time to time and, if necessary, to change with the times. A thorough review of Brand Hong Kong was undertaken in 2008-09, involving a mixture of public engagement, consultation with opinion leaders, a broad cross-section of discussion groups and quantitative opinion surveys.
Analysis of the results made a clear case for retention of the key elements of the brand. The dragon image and the brandline have built up equity over the years. Both are now well recognised in connection with Hong Kong while the city is, if anything, even more ‘Asia’s world city’ than it was at the start of the millennium.
Technical adjustments have been made to the brand positioning statement, the core values and attributes. A revised integrated marketing communications strategy has been put in place to carry and reinforce the Brand Hong Kong Programme.
The best location brands reflect both constant and evolutionary values, use a multi-media approach and a consistent underlying message. They are also under stringent quality control, are well managed and well coordinated. These are the defining parameters for Brand Hong Kong.