Brand Hong Kong - Asia's world city
Brand Hong Kong promotes Hong Kong as a free and dynamic society where creativity and entrepreneurship converge.
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Brand Hong Kong (BrandHK) is a strategic communications programme to promote Hong Kong as “Asia's world city”.
The concept for BrandHK arose from the need to position Hong Kong as a top international city in the wake of the 1997 establishment of Hong Kong as a Special Administrative Region. Extensive research was conducted to understand Hong Kong's competitive strengths, what Hong Kong stands for, and what Hong Kong aspires to be. The launch of the brand in 2001 and a revitalisation in 2010 centred around this positioning statement, which reflects the core values and attributes of Asia's world city:
hong kong asia world city
Hong Kong is a free and dynamic society where creativity and entrepreneurship converge. Strategically located in the heart of Asia, it is a cosmopolitan city offering global connectivity, security and rich diversity, and is home to a unique network of people who celebrate excellence and quality living.
The idea of “branding” Hong Kong emerged in 1997 when much attention focused on Hong Kong’s return to the Motherland. It was the ideal time to shape a visionary unique identity for Hong Kong.
The Commission on Strategic Development, a group of senior public and private sector representatives advising the Chief Executive, recommended in 2000 that: “...Hong Kong needs to promote its unique position as one of the most cosmopolitan and vibrant cities in Asia to a wide range of international audiences. A successful external promotion programme can have a significant positive impact on Hong Kong’s ability to achieve a number of key economic, social and cultural objectives.”
In short, Hong Kong needed to identify its own unique brand. To prepare for the launch of the BrandHK programme, the HKSAR Government commissioned a team of international communications experts to research the city’s core values and attributes and develop a strategy to position the city.
A year of extensive research and consultation was carried out among opinion leaders in Hong Kong and overseas. The findings concluded that the positioning as “Asia’s world city” best reflected the city” best reflected the city’s unique features – Hong Kong as a natural, vital and multicultural gateway not only to and from China but also to the rest of Asia and beyond.
Research at that time showed that the top five core values associated with Hong Kong were: progressive, free, stable, opportunity and high quality. The most recognisable attributes were: innovative, cosmopolitan, enterprising, leader and connected.
The challenge of designing a unique visual identity reflecting Hong Kong’s values and attributes involved various international and Hong Kong-based design studios. Numerous designs were considered and those shortlisted were rigorously tested in Hong Kong and abroad.
The survey showed that the stylised dragon incorporating the letters H K and the Chinese characters for Hong Kong – 香港 – was well received and easily understood by both local and international groups. It represented Hong Kong’s continuing link with a historical and cultural icon. A combination of modernity and antiquity, the dragon also symbolises the meeting of East and West that makes Hong Kong so special.
Hong Kong Logo
BrandHK was launched in May 2001 before an international audience at the Fortune Global Forum in Hong Kong.
Since then, BrandHK has been the global communications platform that provides maximum synergy for a number of stakeholders who have an interest in promoting Hong Kong to different international audiences.