Brand Awards

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Award Arrangement

Under the 2021 Hong Kong Top Brand Awards, “Hong Kong Top Brand” will be granted to “new comer entries” (entries that have never won such Awards before) of the most outstanding merits, while “veteran entries” (past Awardees) exhibiting continuously superior performance may be conferred “Hong Kong Premier Brand”.  Usually capped at 10, the exact number of Awardees at each level will be at the discretion of the Judging Panel.

The 2021 Hong Kong Top Brand Awards will present “Ten Year Achievement Award” to selected past Awardees who have demonstrated persistent commitment to branding and sustained outstanding performance over the years. To be eligible, candidate of this honorary award should be a winner of “Hong Kong Premier Brand” and it has been conferred the title of “Hong Kong Top Brand” for at least ten years (the winning year inclusive).

The Hong Kong Distinguished Brand Leader Award has been introduced to give recognition to Hong Kong entrepreneurs for the remarkable achievements in brand-building and contributions towards the development of Hong Kong brands, with the objective of identifying role models for the industries and promoting Hong Kong's brand culture. The 2021 Brand Leader Award will choose one winner and the candidate should be a Hong Kong citizen who has been at the helm of a winner of Ten Year Achievement Awards and engaged in the operation of the Candidate's Brand for not less than 10 years.

Winner of the above award categories will receive a trophy and a certificate, as a memento of achievement.

Organiser

The Hong Kong Brand Development Council and the Chinese Manufacturers' Association of Hong Kong are the co-organisers of the Awards (The Organiser). The Public Polling of the 2021 Awards is also an important activity in tandem with the 55th Hong Kong Brands and Products Expo (HKBPE), which will be held from 11 December 2021 to 3 January 2022 (tentatively) at the Victoria Park, Hong Kong.

Event Sponsor


Trophy Sponsor

 

Honorary Auditor

 

Special Acknowledgement

           

Final Judging Panel of Hong Kong Top Brand Awards comprises:

Mr Brian Lo, JP, Director-General of Trade and Industry, Hong Kong SAR Government (Chairman of Judging Panel)

Dr Allen Shi, BBS, MH, JP, President of the Chinese Manufacturers' Association of Hong Kong

Mr Willy Lin Sun Mo, GBS, SBS, JP, Chairman of the Hong Kong Productivity Council

Dr Sunny Chai, BBS, JP, Chairman of the Federation of Hong Kong Industries

Dr Lo Kam Wing, JP, Vice Chairman of the Hong Kong Brand Development Council

Mr Karr Yip, Chairman of Hong Kong Designers Association

Mr Stephen Liang, Assistant Executive Director of the Hong Kong Trade Development Council

Application

“Hong Kong Top Brand” and “Hong Kong Premier Brand”

  1. Companies wishing to enter the competition should indicate the award category and complete the corresponding “Entry Form” for submission to the Organiser.
  2. Participating companies should, upon the request of the Organiser, provide complete, accurate and objective information about the entry brand, together with relevant materials such as product description, photographs, catalogues, technical drawings and samples, if appropriate. Such information and materials as well as the signed original copy of “Entry Form“ should be submitted to the Organiser no later than 31 August 2021.
  3. Entrants should report to the Organiser regarding the products under the entry brand and submit major product categories (at least one item) for pre-registration with “Hong Kong Top Brand Mark Scheme”, and it should provide due assistance to the Organiser in conducting On-site Assessment.
  4. Entrants selected as candidates for Final Judging will be required to give a presentation (about 10 minutes) to the Judging Panel.
  5. No admission fee is charged but entrants should share part of the On-site Assessment fees, normally at HK$3,000 per product category. A company entering the Final Judging should also pay HK $22,000 (if it is a Corporate Member of the BDC or an exhibitor of the 55th HKBPE) or HK$24,000 (if it is not a BDC member nor an exhibitor), to cover part of the costs of promotional activities as well as the production of displaying board and webpage. 

 

“Hong Kong Top Brand Ten Year Achievement Award”

  1. Candidates for the “Hong Kong Top Brand Ten Year Achievement Award” should be nominated by the Organisers in writing in July, 2021. As per the requirements of the Organisers and with reference to the judging criteria, the nominee should provide information to give a brief overview of brand development and achievements over the recent ten years to the Organisers by 31 August 2021. The Hong Kong Top Brand Assessment Board should decide on the list of winners at the Preliminary Judging (22 November 2021) of Hong Kong Top Brand Awards.

Schedule

Enrolment:

July to 31 Aug 2021

Preliminary Screening:

22 Nov 2021

Final Judging:

  • Public Polling
    • HKBPE On-site Polling: 11 Dec 2021 to 1 Jan 2022
  • Judging by Judging Panelist
    • Final Judging on 3 Jan 2022
    • Entrants selected as candidates for Final Judging will be required to give a presentation (about 10 minutes) to the Judging Panel.

Awards Presentation Ceremony

The Presentation Ceremony-cum-Gala Dinner of 2021 Hong Kong Top Brand Awards, Hong Kong Top Service Brand Awards, Hong Kong Emerging Brand Awards and Hong Kong Emerging Service Brand Awards will be held on the evening of 24 January 2022 (tentatively) at Convention Hall, Hong Kong Convention and Exhibition Centre, to be officiated by Financial Secretary The Honourable Paul Chan, GBM, GBS, MH, JP and top officials of the HKSAR Government.

Visitors to "The 55th Hong Kong Brands & Products Expo" (HKBPE) can vote at the exhibition venue by filling in the ballot paper attached to the admission ticket or the related promotional leaflets. The polling period is from 11 December 2021 to 1 January 2022 (tentatively).

People that cast a vote successfully will be entitled to a lucky draw automatically to win Grand Prize.

TVC for Brand Awards

A TV commercial was specially produced for the promotion of the Brand Awards. Based on the theme of “moving up the ladder of success”, the TVC naturally and innovatively brings out the salient characteristics and key success factors of Hong Kong Top Brand, including “Reputation”, “Quality” and “Image”. It also employs movie shooting techniques with a mysterious touch to illustrate the Awards' vision of “Scaling new heights hand-in-hand with the industries”.

The TV commercial is broadcasted on digital and social media from July to August 2021.

Promotional Video of the Awards