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Case Details:
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'Asia's World City': Hong Kong's New Identity  
Product Ref: 01/123C Company: HK SAR Government

Product Type: Case Industry: Public Sector & Non-Profit

Related Product(s): Teaching Note
This case discusses how Hong Kong is positioning itself as the gateway to China and as Asia's world city. The Hong Kong SAR Government's (HKSARG) programme is called Brand Hong Kong (BrandHK) and uses the tagline "Hong Kong: Asia's world city" The HKSARG has spent some US$1.24 million of taxpayers?money on the branding programme, so it is important to measure its effectiveness. The public is somewhat confused about the messages displayed and the distinction from previous campaigns run by the Hong Kong Tourism Board (HKTB). This does not help the government's Information Services Department (ISD), which manages BrandHK and is tasked to build awareness internationally and amongst local residents. If the ISD is to successfully build brand awareness, both resources and marketing expertise are required. The case then highlights the HKTB and its successful experience in marketing Hong Kong as a tourist destination and what BrandHK can learn from it. In addition, the case focuses on the HKSARG's attempt to market BrandHK with traditional marketing tools and how new marketing tools such as the Internet could and should be used.
Functional Area : Marketing

Issues: Market Positioning, Branding Strategy, Internet Marketing
Length: 12 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
This product type is available in the following language(s):      English
Related Information:
This case is UGC funded.
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