Developing a Sustainable and Green City Brand for Hong Kong: Assessment of Current Brand and Park Resources

Developing a Sustainable and Green City Brand for Hong Kong: Assessment of Current Brand and Park Resources

This paper connects the existence of green resources such as parks and green spaces with the concept of city branding. This idea contributes to the establishment of a city brand and can be the catalyst needed to achieve city sustainability because ‘green branding’ demonstrates the multi-dimensional benefits of green resources to both local and international audiences. Using Hong Kong as a case study, green resource branding was viewed by stakeholders through a familiarity-favourability analysis, and the level of uniqueness of the key park resources in the city examined. The results of an online questionnaire survey showed low levels of both familiarity and favourability toward the current city brand of Hong Kong by both local and non-local respondents. In particular, the perceived brand was identified as falling into the challenging zone. However, respondents believed some park resources are unique. The perceived uniqueness and types of park were found to be associated, especially for the non-local group who possesses an holistic impression of these parks. To realize the branding of Hong Kong as green, the branding authority must clearly understand the process of branding, identify the authentic brand essence of the resources, and coordinate the relevant stakeholders proactively, instead of focusing solely on marketing campaigns and logos. Based on the observations and analysis, some recommendations are suggested for the city branding authority.