(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.
The “Brand Determines” Panel Discussion session brought the Forum to a climax. Gist of some speakers’ views is re-captured in the following sections.
Yim Kai Ming: “Cry, Nag and Triumph” Arts for Brand Promotion
Mr Yim Kai Ming, Chairman of Hong Kong Institute of Marketing thought that there were three important aspects regarding brand building in Hong Kong. He admitted that sometimes he was at odds with manufacturers on brand issues, because many manufacturers were too pragmatic, only wanting a brand design that was economical, attractive and outstanding. However, from the perspective of brand marketing, it requires a certain investment of capital and time. In his opinion, only through marketing could a brand achieve greater results.
Lastly, he said that many Hong Kong people had a misconception that advertising equaled brand building. He said that a successful brand ought to function similar to the Cantonese idiom of “Cry, Nag and Triumph”. “Cry” means speaking out loud, which implies raising brand awareness among the public. “Nag” refers to the interaction between products and customers, a kind of bonding that makes customers think of a product whenever their needs arise. Finally, “Triumph” means that a product is so trendy and high quality that customers succumb to the luring of the product and become loyal to the brand.
Jeny Yeung: “Customers First” Brand Philosophy
Ms Jeny Yeung, General Manager of Marketing and Station Business of MTR Corporation Limited, said that MTR Corporation had nowadays grown to a world-renowned service brand. The success has been ascribed to the company’s “Customers First” philosophy and its commitment to providing safe, fast, and reliable train services to passengers. The company has always strived to offer passengers positive experiences, as witnessed by the renovations of the stations during all these years.
Ms Yeung also pointed out that quality services depended on a line-up of dedicated and professional servicing staff coupled with excellent teamwork, thus the company had focused on staff training. Although Hong Kong employees have been criticized for declining performance in recent years, the city’s workforce still possesses many unmatched strengths like having an international perspective and strong resilience.
Ho Sai-Wing: Behind a Strong International Brand
Mr Ho Sai-Wing, Manager of Global Midmarket Business of IBM China/Hong Kong Limited said that IBM ranked third in the world in terms of brand value, a testament to its success of brand development. The philosophy of IBM comprises “Honesty”, “Success of Clients” and “Innovation”. These core values are applied to clients, the media, staff, and suppliers to ensure the company’s competitiveness in the market.
He added that the company served the role of business consultant to share secrets of success with its clients, hoping that clients would seek help from IBM every time they faced a difficulty. Despite stronger research technology in foreign countries, IBM has long cherished the Hong Kong market and is headquartered in the city like many other large corporations. Besides, IBM often implements its new policies in Hong Kong first, as the place demands a higher standard of services and products.
