If I ask you the question, how do you characterize Hong Kong? Fast-paced? Energetic? Vibrant? Cosmopolitan? These are quite positive in a way, but there are also drawbacks. For example, we can say fast-paced living can be good if we talk about productivity, when many things can be done in a given time. But also, it comes at the expense of hurried citizens who skip meals, stumble to the floor and bang bodies against other passengers when catching the train ride, and ultimately feelings of anxiety and bouts of depression.Almost a quarter of the population are suffering from depression, insomnia, poor concentration, and feelings of guilt according to the study jointly conducted by Baptist University and the Mental Health Association of Hong Kong.
Meanwhile, do you recognize the flying dragon symbol that's often placed adjacent to the ambitious claim of "Asia's World City"? If you say that it represents Hong Kong brand then you are among the few ones who answered it right. In a survey (we're always fond of these surveys, aren't we?) of 130 people, only 4 people got the answer right! For the sake of branding, respondents are adult locals and tourists who may have or have not seen the emblem before.
An Australian tourist thought it represented Singapore, while a European visitor thought it was a logo of the Beijing Olympic Games.
This is a result of a branding exercise that commenced in 2001 at a cost of HK$9 million. If it's time to change the branding symbol, do you have any suggestions?
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2 comments:
A logo of a junk or those boats ferrying ppl across Victoria Harbour will be better. But keeping the dragon logo is good for Singapore~
I agree with you there. The junk is more associated with Hong Kong and that's why it's been used by Hong Kong Tourism Board for a while. I don't know why Hong Kong should adopt other variety of emblems if one is already easy to recognize by locals and foreigners.
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