(Source: Hong Kong Brand Development Forum 2007)
The Hong Kong Brand Development Council (BDC) and the Chinese Manufacturers’ Association of Hong Kong (CMA) jointly organized the “Hong Kong Brand Development Forum” at JW Marriott Hotel on 4 July 2007. With the theme of “Building Up Our Brands, Shining Up Hong Kong”, the Forum aimed to showcase Hong Kong’s enviable achievements in branding and to provide a platform for the Government, industries, professionals and the academia to discuss on the way forward and strategies for Hong Kong brands in the future.
Mr Kan Tai Keung, the laureate of Eminent Chinese Designer, was one of the keynote speakers. In his speech, Mr Kan pointed out that the foundation of brand building was high-quality products, which were only attained by originality. Having designed products or developed brand images for Japan’s Tokushu paper, France’s Christofle silverware, Hong Kong’s stamps, the Bank of China, the Wing Wah Food Manufacturing and Watsons Water, he explained to the audience the essence of “Product Innovation and Brand Values”.
Citing the brand design for Chongqing city as example, Mr Kan illustrated studying the culture and keeping public opinion in mind was essential to creating a visual image for a city. The project for Chongqing spanned two years, during which time public consultations and amendments were carried out so that the final design suited the liking of the public. The city’s emblem eventually featured a motif of two people, expressing the meaning of “Chongqing”, literally “Double Happiness”.
He also said that promoting certain traditional products required acumen in marketing, which entailed re-packaging of the brands to attract young customers. Quoting the decades-old Wing Wah as example, he retained the brand’s valuable symbols such as the motifs of peony and the moon, but re-designed its outline and color to keep abreast of the times. As a result, Wing Wah has preserved its heritage and yet has modern appeal, a new image that facilitates its expansion into the tourism souvenir market and adds value to the brand.
