Building A New Brand Proposition For The Greater Bay Area
- Brands are identifying and capitalising on new opportunities in Southern China’s Greater Bay Area and working with with trusted media to build brand equity
- Marketers are focused on building products and services to address the diverse needs of the regions population
As the Chinese government and the administrations in Hong Kong and Macau ramp up their commitment to the development of the Greater Bay Area (GBA), brands are identifying and capitalising on new opportunities to extend their reach and build brand equity. This is more relevant than ever, as brands are now working across different markets while operating in a diversified media environment.
This topic generated much debate at a recent round-table event hosted by the South China Morning Post. The talks were part of the Post’s Remarketing series, launched to help drive brand growth in the region.
Significant Advantages and Opportunities
The nine round-table speakers, representing a broad range of industries from banking and insurance to tourism and property development, agreed that the GBA should not be viewed as a threat, but rather a provider of significant advantages and opportunities to grow their brands.
“Initiatives such as the Talent Admission and Cross-boundary Wealth Management Connect Schemes have created favourable conditions for business expansion and fostered wealth management opportunities. Following the resumption of normal travel between the Chinese mainland and Hong Kong, BOCHK has successfully leveraged its strong and diversified products and services to reconnect with customers from both the southbound and northbound markets, fueling our growth,” said Cherry Tsui, head of marketing, Bank of China (Hong Kong).
