Marketing Basics
HKU243
Title: "Asia's World City": Hong Kong's New Identity
Author(s): Yu, Julie; McCauley, Marissa; Khan, Shamza
Publication Date: 01/15/2003
Product Type: Case (Field)
Publisher: University of Hong Kong
Abstract: .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) program Brand Hong Kong (BrandHK) uses the tagline "Hong Kong: Asia's world city." HKSARG has spent some U.S. $1.24 million of taxpayers' money on the branding program and 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). The case highlights HKTB and its successful experience in marketing Hong Kong as a tourist destination and what BrandHK can learn from it. Also 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.
Geographic Setting: Hong Kong
Subjects: Asia; Brand management; Brands; Market positioning; Marketing strategy
Length: 12p
Supplementary Materials: Teaching Note, (HKU244), 13p, by Julie Yu, Marissa McCauley, Shamza Khan
NEW
509013
Title: (PRODUCT) RED (A)
Author(s): Chen, David; Moon, Youngme; Norton, Michael
Publication Date: 07/12/2008
Revision Date: 09/11/2008
Product Type: Case (Field)
Abstract: Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases--of (RED)-branded products such as red iPods and phones--while also resulting in increased donations to the Global Fund.
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