Hong Kong dragon the birth of a city brand.docVIP

 PAGE \* MERGEFORMAT 17 Hong Kong ‘dragon’ the birth of a city brand After a century of vicissitudes of Hong Kong, and finally in the year May 10, 2001 in Hong Kong, ‘Fortune’ Forum, concluded a solemn moment, the Hong Kong Special Administrative Region Chief Executive Tung Chee-hwa ceremoniously introduced to the delegates ‘Brand Hong Kong - dragon’. A hundred cities in the birth of a new brand image, its meaning as he spoke at the opening ceremony, to the: ‘This is for us to promote Hong Kong’s new strategy for the world’s main sections. Hong Kong’s new visual identity represents Hong Kong’s entrepreneurial spirit and innovative thinking. ‘ Crisis, a deep soul about the Brand Hong Kong Why Hong Kong needs a new image or that was a theory of a brand to highlight Hong Kong’s ‘enterprising spirit and innovative thinking’? Because of the extensive movement of population in modern society and commercial activities worldwide, particularly in the tourism industry to the national economic impact, making a city, region or even a country have been regarded as a particular commodity will be replicated after being branded. Unlike general merchandise brands, Hong Kong has been dubbed ‘dragon’ signs behind the profound social and economic reasons, it had its roots in the political and economic turmoil through 150 years of colonial history, society, the crisis has always been a shadow the same as followed in Hong Kong, which, as’ Hong Kong Advantage ‘a book, pointed out:’ Hong Kong’s story can be said that such a story: never let the crisis, in the helpless do our best. ‘ From a historical point of view, Hong Kong has been an effort to innovation, rain, and changing city. In Hong Kong after World War II, becoming a manufacturing center, steady flow of cheap goods for supply to world markets. 70 years since the 20th century, developed into a strong commercial center in the Asian region, 80 to 90 years to become Asia’s regional financial center, Hong Kong has been the