Asias World City: Hong Kongs New Identity Harvard Case Solution & Analysis

. Discuss how Hong Kong has positioned itself as the gateway to China and as Asia's world city. (HKSARG) Hong Kong government's program mark (BrandHK) uses the slogan "Hong Kong. Asia's world city" HKSARG spent some U.S. $ 1.24 million of taxpayers' money on branding programs, and it is important to measure its effectiveness. The public is somewhat confused about the messages displayed and the differences from the previous campaigns run by Hong Kong Tourism Board (HKTB). The case underlines the HKTB and its successful experience in marketing Hong Kong as a tourist and that BrandHK can learn from it. Also focus on trying to market HKSARG BrandHK with traditional marketing tools and how new marketing tools, such as the Internet can and should be used. "Hide
by Julie Yu, Marissa McCauley, Shamza Khan Source: University of Hong Kong, 12 pages. Publication Date: January 15, 2003. Prod. #: HKU243-PDF-ENG

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