{"id":47613,"date":"2007-10-09T00:00:00","date_gmt":"2007-10-09T00:00:00","guid":{"rendered":"https:\/\/www.cpr.cuhk.edu.hk\/press\/cuhk-master-of-science-programme-in-marketing-announces-survey-resultsthe-greatest-local-brand-in-mind\/"},"modified":"2007-10-09T00:00:00","modified_gmt":"2007-10-09T00:00:00","slug":"cuhk-master-of-science-programme-in-marketing-announces-survey-resultsthe-greatest-local-brand-in-mind","status":"publish","type":"press","link":"https:\/\/www.cpr.cuhk.edu.hk\/en\/press\/cuhk-master-of-science-programme-in-marketing-announces-survey-resultsthe-greatest-local-brand-in-mind\/","title":{"rendered":"CUHK Master of Science Programme in Marketing Announces Survey Results\u201cThe Greatest Local Brand in Mind\u201d"},"content":{"rendered":"","protected":false},"featured_media":0,"template":"","tags":[],"class_list":["post-47613","press","type-press","status-publish","hentry"],"acf":{"title_alt":"","sub_title_alt":"","press_date":"20071009","keep":false,"details":"<p>\tRapid economic and social development in Hong Kong over the years has helped enhance the education and knowledge level of Hong Kong people. This also gives rise to a mature consumption culture in the city. Nowadays, consumers have higher and higher expectation on the quality of products, and a good &ldquo;Brand Name&rdquo; has become one of the major factors in determining consumers&rsquo; behaviour. The HKSAR government also reckons that building up of great local brands is the key to the continuous growth of Hong Kong&rsquo;s competitiveness and further economic development.<\/p><p>\tPast brand surveys conducted in Hong Kong seldom paid great emphasis on detailed analysis of local brands. In order to deepen the understanding on the establishment and subsequent development of local brands, Prof. Leo Sin, Director of Master of Science Programme in Marketing, CUHK and Dr Susanna Kwok, Instructor of Department of Marketing, CUHK, have conducted a consumer survey between 1 July and 25 July 2007. The survey has successfully interviewed 1,023 consumers from Hong Kong Island, Kowloon and the New Territories through quota sampling. The main focus of the survey is to analyze Hong Kong people&rsquo;s recognition, preference, consumption and expectation on local brands. It is hoped that the survey could help facilitate local companies in their brand building and provide a feasible direction for the future development of Hong Kong&rsquo;s local brands.<\/p><p>\t<strong>Survey Results<\/strong><\/p><p>\t1. The most popular brand names mentioned by local consumers:<\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Rank<\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>The Most Popular Local Brand<\/strong><\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPark&#39;n Shop<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGiordano<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tVita<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t4th<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCafe de Coral<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t5th<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWellcome<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\t2. Consumers&#39; mentioning, preference and consumption of local brands:<\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Nature of Business <\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Rank<\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Most frequently mentioned <\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Most preferred <\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Most popular in terms of consumption <\/strong><\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tBanking &amp; Financial services<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHang Seng Bank<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHang Seng Bank<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHang Seng Bank<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tThe Bank of East Asia<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tThe Bank of East Asia<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tThe Bank of East Asia<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChong Hing Bank<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChong Hing Bank<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChong Hing Bank<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tTelecommunications<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPCCW<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPCCW<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPCCW<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3 HK<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3 HK<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3 HK<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHutchison Global<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPeoples \/ Smartone<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPeoples<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tPublic Utilities<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tKMB<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMTR<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMTR<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMTR<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tKMB<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tKMB<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tKCR<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tKCR<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tKCR<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tApparel, Shoes &amp; Accessories<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGiordano<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGiordano<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGiordano<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tBossini<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tI.T.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tG2000<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tG2000<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tG2000<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tI.T.<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tRetail<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPark&#39;n Shop<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPark&#39;n Shop<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPark&#39;n Shop<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWellcome<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWellcome<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWellcome<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMannings<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMannings<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMannings<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tJewellery \/ Watches<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Sang Sang<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Sang Sang<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Sang Sang<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Tai Fook<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Tai Fook<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Tai Fook<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTSL<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMa Belle<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMa Belle<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tFood<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGarden<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMaxim&#39;s Cake Shop<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMaxim&#39;s Cake Shop<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMaxim&#39;s Cake Shop<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGarden<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGarden<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLee Kum Kee<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLee Kum Kee<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLee Kum Kee<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tCatering<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCafe de Coral<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCafe de Coral<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCafe de Coral<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tFairwood \/ Maxim&#39;s Fast Food<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMaxim&#39;s Fast Food<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMaxim&#39;s Fast Food<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t--<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tFairwood<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tFairwood<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tAirlines, Traveling &amp; Hotel<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHong Thai Travel<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHong Thai Travel<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHong Thai Travel<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWing On Travel<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tOceanPark<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tOceanPark<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tOceanPark<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWing On Travel<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWing On Travel<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tEntertainment<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTVB<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTVB<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTVB<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tATV<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCable TV<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCable TV<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCable TV<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tNeway Karaoke<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tNeway Karaoke<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tPersonal Care<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSau San Tong<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSau San Tong<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSa Sa<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tBe a Lady<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPhysical<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tBonjour Cosmetics \/ Physical<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPhysical<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCalifornia\/ Sa Sa<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t--<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tReal Estate \/ Property Management<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCentaline<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCentaline<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCentaline<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMidland<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSun Hung Kai<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSun Hung Kai<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSun Hung Kai<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMidland<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMidland<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"3\">\t\t\t\t<p>\t\t\t\t\tPharmacy \/ Chemical Industry<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2036 G. Spore<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tColtalin<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tColtalin<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tColtalin<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2036 G. Spore<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2036 G. Spore<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWai Yuen Tong<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSea Horse \/ Wai Yuen Tong<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tWai Yuen Tong<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\t3. Criteria for a good brand name from consumers&#39; perspectives<\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t&nbsp;<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Criteria for a good brand name <\/strong><\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1st<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGood Quality (92.4%)<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2nd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGood Service (51.2%)<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3rd<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGood Design (31.8%)<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t4th<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPopular (in terms of consumption) (29.3%)<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t5th<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPublic Awareness (20.0%)<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\t4. Market share of local brands<\/p><p>\ta. Some markets are dominated by several major brands, with limited opportunities for new comers<\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Nature of Business <\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Most Preferred* <\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Most Popular* (in terms of consumption)<\/strong><\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPublic Utilities<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t76.9%<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t79.4%<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tEntertainment<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t72.8%<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t78.1%<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCatering<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t65.1%<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t73.8%<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tRetailing<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t63.1%<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t70.2%<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\t* Market share of the top three local brands which are most preferred or most popular among consumers.<\/p><p>\tb. In some markets, market share of most popular brand is low, therefore more opportunities for new comers<\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Nature of Business <\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Most Preferred* <\/strong><\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Most Popular* (in terms of consumption)<\/strong><\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPersonal Care (Beauty Shop, Fitness Club, etc.)<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t20.3%<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t15.7%<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPharmacy \/ Chemical Industry<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t14.6%<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t15.4%<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\t* Market share of the top three local brands which are most preferred or most popular among consumers.<\/p><p>\t5. Difference in brand preference \/ consumption between different generations?<\/p><p>\ta. Younger generation has a lower recognition and preference for some &ldquo;Old&rdquo; Brands<\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Nature of Business <\/strong><\/p>\t\t\t<\/td>\t\t\t<td colspan=\"2\">\t\t\t\t<p>\t\t\t\t\t<strong>Most Preferred<\/strong><\/p>\t\t\t<\/td>\t\t\t<td colspan=\"2\">\t\t\t\t<p>\t\t\t\t\t<strong>Most Popular* (in terms of consumption)<\/strong><\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t&nbsp;<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 30 or below<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 31 or above<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 30 or below<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 31 or above<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTelecommunications<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3 HK<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPCCW<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3 HK<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tPCCW<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tApparel \/ Shoes \/ Accessories<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tI.T.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGiordano<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tI.T.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tGiordano<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tFood<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMaxim&#39;s Cake Shop \/ Garden<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLee Kum Kee<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMaxim&#39;s Cake Shop \/ Garden<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLee Kum Kee<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\tb. Products \/ services with potential crisis<\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t<strong>Nature of Business <\/strong><\/p>\t\t\t<\/td>\t\t\t<td colspan=\"2\">\t\t\t\t<p>\t\t\t\t\t<strong>Most Preferred<\/strong><\/p>\t\t\t<\/td>\t\t\t<td colspan=\"2\">\t\t\t\t<p>\t\t\t\t\t<strong>Most Popular* (in terms of consumption)<\/strong><\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t&nbsp;<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 30 or below<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 31 or above<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 30 or below<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tAge 31 or above<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"2\">\t\t\t\t<p>\t\t\t\t\tJewellery \/ Watches<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Sang Sang<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Sang Sang<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Sang Sang<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Sang Sang<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMa Belle<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Tai Fook<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tMa Belle \/ City Chain<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tChow Tai Fook<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td rowspan=\"2\">\t\t\t\t<p>\t\t\t\t\tEntertainment<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTVB<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTVB<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTVB<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tTVB<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tNeway Karaoke<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCable TV \/ ATV*<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tNeway Karaoke \/ Cable TV<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tCable TV \/ ATV* \/ RTHK*<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\t* ATV &amp; RTHK are the choices of consumer group aged 50 or above.<\/p><p>\t<strong>Recommendations:<\/strong><\/p><table border=\"1\" cellpadding=\"0\">\t<tbody>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t&nbsp;<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tSurvey Finding<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tRecommendation<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t1.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tIn &quot;Banking and Financial Services&quot;, &quot;Airlines\/Traveling\/Hotel&quot; and &quot;Pharmacy \/ Chemical Industry&quot; categories, Hong Kong consumers relatively preferred foreign brands.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLocal brands should adopt a systematic and strategic approach to project a professional image for tailor-made service for the local community.<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t2.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tHong Kongconsumers believe that a good brand should be able to provide high quality product and service.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLocal brands should introduce robust system to assure product quality and seek for continuous improvement, mobilize resource for people development and encourage creativity. &quot;Trustworthiness&quot; will be one of the key factors for brand building in Hong Kong.<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t3.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tFor some industries such as &quot;Pharmacy \/ Chemical Industry&quot;, market share of existing brands is low, therefore, there are ample opportunities for new comers.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t&quot;Pharmacy \/ Chemical Industry&quot; requires heavy investment in R&amp;D, the government may consider providing some tangible subsidies or grants. Another possible way to go is to encourage academic institutions to conduct relevant research and studies.<\/p>\t\t\t<\/td>\t\t<\/tr>\t\t<tr>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\t4.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tYounger generation has a low recognition and preference for some &quot;Old&quot; brands.<\/p>\t\t\t<\/td>\t\t\t<td>\t\t\t\t<p>\t\t\t\t\tLocal brand should continue updating their products and encourage creativity. Regular market research will be helpful for understanding changes of consumers&#39; interest, and thereby help formulating new policy and direction for meeting the changing market needs.<\/p>\t\t\t<\/td>\t\t<\/tr>\t<\/tbody><\/table><p>\t<strong>Conclusion:<\/strong><\/p><p>\tTo develop Hong Kong into a &ldquo;City of Distinguished Brands&rdquo; requires concerted efforts among the government, the business community as well as the academics.<\/p>","show_as_achievement":false,"achievement_category":[],"show_as_clarification":false,"show_as_announcement":false,"photos":null,"attachments":null,"video_source":null,"video_file":null,"add_play_button":false,"video_caption":"","show_migration":false,"original_id":"567","photos_original":[{"photo":"071009_1.jpg","caption":"Prof. Leo Sin (left) and Dr. Susanna Kwok from Faculty of Business Administration, CUHK"}],"attachments_original":null},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.cpr.cuhk.edu.hk\/en\/wp-json\/wp\/v2\/press\/47613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cpr.cuhk.edu.hk\/en\/wp-json\/wp\/v2\/press"}],"about":[{"href":"https:\/\/www.cpr.cuhk.edu.hk\/en\/wp-json\/wp\/v2\/types\/press"}],"version-history":[{"count":0,"href":"https:\/\/www.cpr.cuhk.edu.hk\/en\/wp-json\/wp\/v2\/press\/47613\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cpr.cuhk.edu.hk\/en\/wp-json\/wp\/v2\/media?parent=47613"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cpr.cuhk.edu.hk\/en\/wp-json\/wp\/v2\/tags?post=47613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}