Brand Hong Kong city to young consumers

What is it about?

A qualitative focus group methodology was used to investigate misalignments between city brand meaning-making and image communication conveyed in ten city branding promotional videos by official branding initiatives in Hong Kong from 2015 to 2022 and the perceptions and articulations of young local consumers in the rise of new localisms. A model of city brand and image communication centered in culture and identity is proposed to reduce the communicative gap between a government and young consumers and to understand the agentic potential of local Generation Z consumers. Their sustainable citizenship and consumption of a city’s cultures and identities can be channeled to cocreate strategies for the development of sustainable city brand meaning and image communication strategies.

Featured Image

Photo by Simon Zhu on Unsplash

Photo by Simon Zhu on Unsplash

Why is it important?

Findings from youngsters tell the significant factors to successfully brand a city for global and local people from perspectives of different stakeholders. Listening to the voices of the young local residents is most important to contemporary city branding and imaging for sustainable development.