Hong Kong brands make up only a quarter of locals’ top 100
Hang Seng Bank, Ocean Park, HSBC, and Hong Kong Jockey Club among local brands to make the cut
Only slightly more than a quarter of the 100 highest rated brands in Hong Kong are home-grown, a recent survey has revealed.
Apple is ranked the top brand in the city, followed by four local brands: Hang Seng Bank, Ocean Park, HSBC, and Hong Kong Jockey Club, according to communications agency Cohn & Wolfe, which conducted the survey and compiled the list for the first time.
The 28 regional brands among the top 100 vary from fast food franchise Café de Coral to Wing On Department Store to developer Sun Hung Kai Properties. Hong Kong Polytechnic University, ranked the 34th, was the only university included.
The survey asked 12,000 consumers how they rated 1,600 global brands’ authenticity. That was broken down into seven elements: quality, delivery on promise, customer privacy, customer treatment, communication, not being artificial, and integrity.
Around three hundred Hong Kong brands were rated.
The results showed many global brands rated badly for honest communication and integrity, while privacy and data protection rose to be one of the most important elements in whether people thought brands authentic.
On the other hand, Hong Kong consumers tended to be cynical of brands. Only 11 per cent of respondents from the city described brands as open and honest, which is below the global average of 22 per cent, according to the report.
In other findings from the report, forty per cent of the surveyed locals would recommend brands to others, while 36 per cent would be loyal to brands, and nearly 20 per cent would consider investing in a brand that they deemed authentic.
“The key takeaway from this data is that perceptions of overall authenticity are driven by local market views of international brands, with the location of headquarters either helping or hindering depending on the market,” the report said.
