Brand Hong Kong (BrandHK) is a strategic programme launched in 2001 to promote Hong Kong as Asia’s world city. The brand also represents Hong Kong people, whose hard work and expertise have enabled the city to scale new heights on many fronts.
Hong Kong is a dynamic, modern city – multidimensional and always changing. Like the city it represents, BrandHK must also evolve with the times. So a thorough review of the brand was undertaken in 2008-2009. One of the key objectives of the review was to create and foster a shared vision for Hong Kong among local people.
Hence much emphasis was put on public engagement. Professional opinion surveys, consultation sessions, vision co-creation workshops, a web platform and two creative competitions gauged the community’s perceptions of and aspirations for Hong Kong. External perceptions were gained through online surveys and analysed by international location branding experts.
Based on the review findings, BrandHK was revitalised with its core values, attributes and brand platform updated to better reflect the community’s aspirations for Hong Kong. Its visual identity – the dragon image – was given a fresh look.
In March 2010, the revitalised BrandHK was officially launched in Hong Kong and introduced to mainland and international audiences through the Hong Kong Pavilion at the Shanghai Expo staged that year.