Under the 2021 Hong Kong Top Service Brand Awards, “Hong Kong Top Service 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 Service 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 Service 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 Service Brand”and it has been conferred the title of“Hong Kong Top Service 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.
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.
Final Judging Panel of Hong Kong Top Service Brand Awards comprises:
Dr Bernard Chan Pak-li, JP, Under Secretary for Commerce and Economic Development, Hong Kong SAR Government (Chairman of Judging Panel)
Dr Edward K M Chan, MH, Chairman of the Hong Kong Brand Development Council
Dr Y K Pang, GBS, JP, Chairman of Hong Kong Tourism Board
Mr Tse Yung-hoi, BBS, Vice Chairman of the Chinese General Chamber of Commerce
Dr Miranda Lou, Executive Vice President of the Hong Kong Polytechnic University
Mr Andrew Yu, Vice Chairman of Hong Kong Retail Management Association
Mr George Leung, CEO of the Hong Kong General Chamber of Commerce
July to 31 Aug 2021
22 Nov 2021
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.
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.