New Global Dragon Brand For Hong Kong

by Mary Swire, Tax-news.com, Hong Kong

14 May 2001

Hong Kong government officials couldn't have had a better opportunity than last week's Fortune Global Forum to unveil a major new global brand programme, which aims to focus attention on Hong Kong's drive to be Asia's world city and provide a strong framework for the promotion of foreign direct investment opportunities in the SAR. The Forum event was chosen, says the government, because a major aspect of the new programme is to "enhance international understanding of Hong Kong's strong position as a gateway to the Mainland of China as well as a hub for business throughout the Asia-Pacific region."

Chief Executive, Mr Tung Chee Hwa, told guests at the Forum, which included former US President Bill Clinton: 'Hong Kong is so multi-faceted and rich in colour it is not easy to describe. Let me share with you our description - Asia's world city. We believe this phrase captures the essence of Hong Kong and the role we are playing on the world stage. Our vision is to make Hong Kong play the same role as London plays for Europe and New York plays for North and South America.'

Mr Tung said the new Brand Hong Kong programme was part and parcel of a new global strategy to promote Hong Kong: 'The new visual identity represents Hong Kong's dynamism and creativity,' he said. A key component of the brand programme is a new Hong Kong visual identity - a stylised dragon - that will be used to promote Hong Kong extensively in the international arena. The dragon incorporates the Chinese characters for Hong Kong as well as the letters 'HK', to signify a blend of East and West. The visual identity is complemented by the brandline, 'Asia's world city'.

The brand platform at the heart of the programme is: 'Hong Kong is where opportunity, creativity and entrepreneurship converge. It is a dynamic physical and cultural hub with world-class infrastructure, Asia's most strategic location, and a global network of people with an impressive record of success that can support achievement of your goals and objectives.'

According to the government, Hong Kong's positioning as Asia's world city, like other world cities, is based on its role as a manager and co-ordinator of global economic activity; a core of world-class service providers and a highly productive workforce; modern infrastructure; educational and other institutions focused on knowledge creation and enhancing the quality of life; commitment to maintaining the rule of law, freedom of expression and association, the free flow of information, openness and diversity; and strong links with its hinterland, the Pearl River Delta.

The Chief Secretary for Administration, Mr Donald Tsang, will be Brand Hong Kong's chief spokesperson. He's already started doing a good job. 'Our brand is as important to us as the "swoosh" is to Nike and the "golden arches" are to McDonald's,' he said. 'The brand programme will yield tangible benefits to the people of Hong Kong as we bring our message of competitiveness to audiences around the world. The research has shown that while there is high regard internationally for Hong Kong as a business centre, we must aggressively communicate the added value Hong Kong brings the international community if we are to expand the investment, trade and other links so important to our economy and our continued development as a world city. This programme, and our new visual identity, will serve to assure the world that the spirit of dynamism and openness that has made Hong Kong so successful remains a key asset of our community.'

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