Hong Kong Edition 6

MARKET
Innovation has always been at the heart of the
convenience store industry, and the steady
introduction of new products and services has
helped it grow and evolve into a multi-million
dollar industry. The perpetual challenge faced by
the industry is how the convenience store can
be made more convenient.
Across the globe, convenience stores are
striving to serve their customers better with
the introduction of better products and valueadded
services. With competition in the market
intensifying, 7-Eleven, as market leaders,
constantly evolves to provide even better
service to meet and exceed customers’ needs.
Providing fax, photocopying, bill payment,
automated teller services and a wide range of
Ready-to-Eat Hot Food not only brings people
into stores but further enriches the relationship
between customers and the brand by meeting
their daily needs.
ACHIEVEMENTS
7-Eleven opened its first Hong Kong store in
1981 and introduced the hugely successful
franchising system two years later. The franchise
system encouraged the participation of local
entrepreneurs and continues to be instrumental
to the growth of the businesses.
Today, there are over 900 7-Eleven stores in
Hong Kong serving over 30 million customers
a month – by far the single largest and most
preferred retail network in the territory. Across
the whole of Hong Kong from MTR stations to
shopping malls, bustling Mongkok streets to
the well-heeled pavements of Central, there is
always a 7-Eleven nearby. 7-Eleven has become
the byword for convenience in the territory and
occupies top of mind recall amongst all Hong
Kong residents.
7-Eleven is well known for its diversified
promotions and creative marketing. The highly
successful corporate promotion programme
“Dr. Slump & Friends Figurines” launched in
2010 brought 7-Eleven the Metro Creative
Award - Top 10 Best Creative Advertisements
2011. This was the 4th year for 7-Eleven to
win this Advertising Award demonstrating that
the innovative creative ideas of 7-Eleven are
received well by the public. 7-Eleven was also
the winner of Top 3 Yahoo! Asia Emotive Brand
Award (Hong Kong & Taiwan) for 2 consecutive
years. In Sep 2010, 7-Eleven launched its
iPhone app, 7-iCollection, which used the new
augmented reality (AR) technology to promote
different corporate promotion programmes. This
innovative application was awarded one of the
10 Most Popular Marketing Smartphone Apps
Awards and the Best Marketing Smartphone
Apps (Advertisement) Award in the recent 2011
Hong Kong Marketing Smartphone
Apps Popularity Contest.
HISTORY
Started in 1927 in Dallas Texas,
7-Eleven, Inc. is now the world’s
largest operator, franchiser and
licensor of convenience stores
and one of the United States’
largest independent gasoline
retailers. 7-Eleven pioneered the
convenience store concept during
its operation as an ice vendor with
its retail outlets selling milk, bread
and eggs in addition to ice as an
added convenience to customers.
The name 7-Eleven was coined in 1946,
reflecting the stores’ opening hours from 7
am until 11 pm. Today, offering customers 24-
hour convenience seven days a week is the
cornerstone of 7-Eleven’s business. Together
with its global licensees, franchisees and
affiliates in 16 countries, 7-Eleven operates
over 42,400 stores worldwide. The company
has more outlets than any other retailer or food
service provider.
PRODUCT
Given the relatively small size of the convenience
store format, understanding customers’
local needs is one of the prime
considerations in the selection of
products and services. With the
support of proprietary IT systems,
category management discipline
ensures each store offers an
optimal mix of products best suited
to each individual store’s location
and customer profile.
Whilst being famous for
cigarettes, newspapers and
magazines, takeaway food, icecold
drinks and beer, snacks
and other daily necessities, the
convenience store concept today
also includes other products
and services to encompass a “one-stop-shop
convenient solution”. A variety of other services
including the sale of phone cards, parking
cards, stamps, as well as services such as
photo finishing, Octopus value top-up, mobile
phone battery recharge and donation to various
charities are today available at 7-Eleven stores.
18 | SUPERBRANDS VOLUME VI

More recently, 7-Eleven pioneered innovative
e-convenience services such as bill payment,
fulfillment for internet purchases and prepayment
for internet virtual tokens.
7-Eleven has also taken providing convenient
and fresh meal solutions to the next level with its
wide range of Ready-to-Eat Hot Food. The new
logo and brand name, “Hot Shot”, was created
for the appetizing food bar, which carries
such food items as Laksa, Noodle
Soups, Garlic Noodles, the famous
Hong Kong milk tea, hot dogs
and fish balls.
In collaboration with
its partners, 7-Eleven
regularly develops
proprietary products
exclusively
for its stores.
Some popular
examples
include new
and refreshing
flavours of Slurpee,
Big Gulp and various
fresh meal solutions.
RECENT
DEVELOPMENTS
In 2008, 7-Eleven
formulated a new
direction for its brand
development based
on extensive market
research. The subsequent
multimedia campaign
titled ‘Everyone
has a 7-Eleven store,
which is yours?’ perfectly
captures the feelings of
the Hong Kong people
and reinforces their emotional
ownership with their
favourite local store.
To cater to the expansion
of the range of its
products, 7-Eleven upgraded
its logistics facilities and set
up the Combined Distribution Centre
(CDC) which merges the chilled and dry logistics
centres. A new pioneering aspect of the CDC
is the utilisation of insulated
roll containers, which allows
the composite delivery of dry
and chilled products by using
the same ambient temperature
vehicles to provide efficient and
cost-effective distribution to over
900 stores in Hong Kong.
The CDC has also achieved
official HACCP accreditation through
Accredited Certification International
Limited for the logistics of dry
and chilled food products.
By acquiring the
HACCP management
system standard,
the quality and
freshness of our
chilled food
products is
officially recognised
and
assured, which is
critical to our future
growth plans and
fresh food development.
PROMOTION
In Jun 2011, a
corporate campaign
“7-Eleven, So Great!”
was launched to highlight
the wide range of
products and services
offered in the store
at anytime needed. A
popular local illustrator,
Stella So, was invited
to create the animation
for new television
commercial series and
to revamp the in-store
point-of-purchase materials.
The work by Stella
not only shows the various
products and services provided
by 7-Eleven clearly, it also
creates a dynamic and trendy image.
7-Eleven is an active supporter of community
programmes, especially on art and cultural
projects. During the Paddington Bear Artist
Collection programme, a free art jamming
session was arranged to invite school children to
enjoy the fun of painting in an art studio. 7-Eleven
also collaborated with the Hong Kong Art Center
for the ifva Greenlab project. The project aimed
at providing an opportunity for young directors
to reveal their creativities to the public and
linking art with the local community. The films
and animations were showcased publicly and
shared on online platforms.
BRAND VALUES
7-Eleven has been able to continuously build its
brand equity across a broad group of customers
by constantly updating its products and services.
Customers have thus come to associate the
7-Eleven brand with innovation, customer-focus
and a full range convenience solutions. The
ability to be a market leader for over 30 years
requires more than ensuring external customer
satisfaction. The company is committed to its
staff and franchisees’ well-being in a way that
is uniquely 7-Eleven. As one of the largest retail
employers in Hong Kong, 7-Eleven was the
first to bring the franchise system to the local
market. Through transfer of international retailing
knowledge, a strong trade network and systems
support, 7-Eleven has offered hundreds of
opportunities for entrepreneurs to start their own
businesses as franchisees.
www.7-eleven.com.hk
THINGS YOU DIDN’T KNOW ABOUT
7-ELEVEN
• The first 7-Eleven store in Hong Kong
opened on 3rd April, 1981 in Happy
Valley and is still in operation today.
• The 100th store in Li Cheng UK opened
on 4th March, 1985.
• The 900th store in Wong Tai Sin was
opened on 1st January, 2009.
HONG KONG’S STRONGEST BRANDS |
19

MARKET
American International Assurance Company
(Bermuda) Limited (“AIA Hong Kong and
Macau”) falls under the flagship of AIA Group
(“AIA” or “the Group”). AIA is the largest listed
pan-Asian company in the world with a supreme
track record in 15 markets across the Asia
Pacific. Established in Hong Kong in 1931, AIA
Hong Kong and Macau is a forerunner in the
development of innovative insurance products
ranging from life insurance, retirement planning,
accident and health insurance to investment and
wealth management solutions.
AIA leads the Hong Kong life insurance
market with the largest market share of 15.56%
of direct in-force individual and group business
premiums in 2010, according to the Hong
Kong Office of the Commissioner of Insurance
(OCI). This is based on market share data on
non-single revenue premiums and excludes
retirement scheme-related group business
classes G and H, as categorised by OCI. In
2010, AIA dominated the Macau life insurance
industry by capturing 41.1% of the market’s
gross premiums, according to the preliminary
figures of Monetary Authority of Macau.
Armed with a top notch branding strategy,
a multi-line product range, and reinforced by
a determined agency force of 7,600 agents
in Hong Kong and 800 agents in Macau, AIA
remains a dominant force in these markets.
These numbers represent more than 23% as
provided by Hong Kong Federation of Insurers
(as of 30 November 2010) and 41% as provided
by the Monetary Authority of Macau (as of 30
November 2010) of the Hong Kong and Macau
life insurance markets respectively.
ACHIEVEMENTS
AIA Group Limited was successfully listed on
the Main Board of The Stock Exchange of Hong
Kong Limited on 29 October 2010. The volume
of stock traded since its debut demonstrated
AIA had garnered the trust and confidence of its
supporters. Consequently, this also served as a
morale booster for AIA’s loyal staff and agents.
AIA Hong Kong has earned numerous
accolades and recognition over the years. This
can largely be attributed to the ardent support
of its clients, coupled with the dedication of its
cohesive agency force.
As evidence of AIA’s culture of Service
Excellence, AIA Hong Kong and Macau has
been bestowed many world acclaimed awards
like the Reader’s Digest Trusted Brand Gold
Award, the Yahoo! Emotive Brand Award and
the Customer Service Excellence Awards from
the Hong Kong Association of Customer Service
Excellence for many years. AIA has also been
presented with the Caring Company Logo by
the Hong Kong Council of Social Service for the
Company’s active participation in social services
since 2002. Other prestigious awards received
include the Hong Kong Superbrands Award
since 2004, the Outstanding Brand Award
from Economic Digest since 2007
and the most preferred
insurance brand
in “The Best
for Home
10-11”
by Take Me Home, a member of Hong Kong
Economic Times Limited in 2010.
AIA Hong Kong and Macau has also extended
its friendly service culture to its agency force of
more than 2,800 agents, which has served with
total dedication for more than 10 years. The
strength of AIA’s agency force is a result of the
high standards of excellence and the contribution
of stellar performers who are accredited
insurance professionals. The agency force
boasts more than 600 Million Dollar Round Table
(MDRT) qualifiers (source: MDRT Organisation as
of August 2010) and 316 Chartered Insurance
Agency Managers (CIAM) qualifiers
(source: Life Insurance Marketing
and Research Association (LIMRA)
as of January 2010), the highest
number in the Hong Kong
market.
AIA Hong Kong and
Macau has a total of five
training centres, employing
training teams comprising
33 full-time trainers,
seven of whom are
master degree holders.
In 2010, the Company
conducted 957 classes
and logged more
than 304,000 training
hours in Hong Kong
and Macau.
20 | SUPERBRANDS VOLUME VI

HISTORY
AIA is a leading insurance organisation in the
Asia Pacific with a modest beginning as a small
insurance agency in Shanghai, back in 1919.
Since then, AIA has been one of the key players
in the insurance world through the provision
of life insurance and retirement planning. AIA
traces its roots in the region back more than 90
years and has total assets of US$107.9 billion as
of 30 November 2010.
PRODUCT
As one of the largest insurance providers in
the Asia Pacific, AIA has always listened to its
customers. AIA Hong Kong and Macau have
upheld the Group’s Service Excellence culture
by customising protection and retirement plans
for their clients. It provides individual life, group
life, accident, medical and health, personal life
insurance, investment-linked products, as well
as wealth management services.
AIA Hong Kong and Macau offers a wide
variety of products which gives customers
adequate protection at different stages in their
lives. There are more than 60 life insurance
plans with numerous riders to choose from.
The investment-linked plans have over 100
investment options provided by more than 20
premium fund houses.
AIA Hong Kong and Macau will continue
to commit extensive resources to product
development, training and technology to better
equip its people to provide state-of-the-art
services to its customers.
RECENT DEVELOPMENTS
With the establishment of “AIA Wealth Select
Centres”, AIA Hong Kong and Macau is
committed to providing total protection and
wealth management solutions to its customers.
These centres function as one-stop venues
to assist high net worth prospective clients in
areas relevant to policy application, underwriting,
premium payment and health check-up (available
exclusively at the North Point AIA Wealth
Select Centre for policy applicants) which can
be processed within a day
under normal circumstances,
adding to the convenience of
prospective clients especially
those from outside Hong
Kong.
PROMOTION
AIA Hong Kong launched
a series of promotional
campaigns as rewards for
its loyal policyholders to
acknowledge their contribution
to the achievements of
AIA Hong Kong and Macau.
Between 12 July 2010 and 11
October 2010, over one million
policyholders of AIA Hong
Kong and Macau were offered
a 3-month complimentary
protection under the “Daily
Hospital Income Benefit (for
Accidental Injuries) Scheme”.
Under this plan, hospitalised
claimants were entitled to a
daily HK$300 hospital income
benefit. New and existing
customers who signed up for
new insurance plans during
the same period were offered
extra nine months’ free
coverage (for total coverage of
twelve months) under the Daily
Hospital Income Benefit (for
Accidental Injuries) Scheme.
BRAND VALUES
In a series of new branding initiatives, AIA
created “We are Asia” to unify all the AIA
companies in the region under one strong pan-
Asian identity. At the core of its re-branding
strategy is the desire to see employees,
customers and agents collaborate in bringing a
new united way of energising the marketplace
with bold and proactive resources. The ultimate
benefactors of this thrust will be everyone in
their respective communities.
“AIA”, “the AIA Group” or “the Group” refers
to AIA Group Limited and its subsidiaries. “AIA
Hong Kong and Macau”, “AIA Hong Kong” or
“the Company” refers to American International
Assurance Company (Bermuda) Limited
(Incorporated in Bermuda with limited liability).
www.aia.com.hk
THINGS YOU DIDN’T KNOW ABOUT
AIA
• AIA Group Limited and its subsidiaries
(collectively “the AIA Group” or “the
Group”) comprise the largest, independently
listed pan-Asian life insurance
group in the world, with an unparalleled
footprint spanning 15 markets in Asia
Pacific.
• The Group has total assets of US$107.9
billion and traces its roots back to
Shanghai, more than 90 years ago.
• Through an extensive network of more
than 260,000 agents and over 21,000
employees across Asia Pacific, the AIA
Group serves over 23 million individual
and over 10 million group policyholders.
• The Group has branch offices,
subsidiaries and affiliates located in
jurisdictions across the region including
Hong Kong, Thailand, Singapore,
China, Malaysia, Korea, the Philippines,
Australia, Indonesia, Taiwan, Vietnam,
New Zealand, Macau, Brunei and India.
HONG KONG’S STRONGEST BRANDS |
21

MARKET
According to Hong Kong SAR trade statistics,
one in 20 Hong Kong residents buy a new
spring mattress every year. With over 20 different
mattress brands competing in the territory,
mattress companies have to continuously look for
ways to compete on product, price, promotion
and service. Amidst intense competition, Airland
has been the leader in terms of marketing and
market share since 1993 (Source: The Nielsen
Mattress Studies).
Airland mattresses and bedding products
are sold by more than 500 furniture stores,
department stores and retail outlets throughout
Hong Kong. In mainland China, 500 offices,
outlets and franchised stores cater to the
growing luxury market as China’s economy
continues to grow and prosper. The sizeable
distribution network is achieved through
Airland’s visionary investment in China early in
the 1980s – long before China’s entry into the
World Trade Organisation.
Outside China, the company has a presence
in Indonesia dating back to 1975. Today, Airland
products are also available in
Australia, Singapore
and Canada.
Apart from
retail consumers,
Airland actively
supplies its
products to the
hospitality industry.
The company offers
a diverse range of professional
bedding products to
more than 500 of Asia’s most
renowned hotels including
the Grand Hyatt Shanghai
and the Diaoyutai State
Guesthouse in Beijing.
ACHIEVEMENTS
Airland was the first in
1982, and to this date, the
only mattress manufacturer
to be awarded the “Q Mark”
by the Federation of
Hong Kong Industries.
Airland was also the industry’s
first manufacturer
in Hong Kong and
Mainland China to obtain the
ISO 9001:1997 Quality Management System certification
and the ISO 14001:1998 Environmental
Management System certification.
The Chinese Manufacturers’ Association of
Hong Kong nominated Airland as one of “Hong
Kong’s Top Ten Brandnames” in 1999. In 2002,
the business community in Guangdong awarded
Airland the “Guangdong Famous Brand” title.
On the international arena, Airland products
are well received by industrialists and have
been recognised at high profile furniture awards
such as the Sixth European International Trophy
Furniture Award, the 15th Madrid International
Trophy for Quality and the 15th France
International Award for Technology and Quality.
HISTORY
The Airland story began in 1966 with the
founding of the Hillman Mattress Factory in Hong
Kong. By 1977, the company had relocated to
a self-owned building in Yau Tong. In the 1980s,
the production lines were moved to Shenzhen,
China, to cope with the increase in demand and
the company’s rapid expansion.
To extend its sales reach overseas, the
company set up Airland (Singapore) Pte Ltd in
1990 and Airland Australia Pty Ltd in 1994.
Today, Airland’s main production facility in
Shenzhen spans an area of more than 500,000sqf
and houses more than 1,000 staff. The opening
of the newest Huizhou factory in 2010 will further
strengthen its production capacity.
PRODUCT
Airland manufactures a range of high quality
home products including furniture, mattresses
and bedding products such as quilts, linens and
pillows. In 1989, Airland Bedding was launched
as the company’s luxury bedding division to target
top tier clientele and to complement the already
successful mattress manufacturing division.
Harnessing advancements in technology, the
company uses the most advanced machines and
operates the only Spanish “MASIAS fibre opening
and direct feed system” in Asia to enable Airland
Bedding to create high specification products.
The employment of leading-edge technologies
also allows Airland Bedding to maintain the
highest levels of production capacity. Annual
production capacity for filling products such as
quilts and pillows exceeds 1.8 million pieces,
while bedding sets exceeds 1.5 million pieces.
While expansion into the wider bedding and
furniture market was a conscious, strategic
complement to the long product lifespan of
the mattress, the manufacturing of mattresses
remains Airland’s core business.
Airland’s best selling mattress is the Super
Gold that has over 8,000 tiny air holes designed
to provide maximum ventilation to help combat
Hong Kong’s often uncomfortable humidity. The
fire-retardant Super Gold also boasts anti-mite,
anti-bacteria and anti-mould treatments which
help guard against many of the causes of asthma.
All Airland mattresses bear the International
Spinal Institute endorsement, certifying its
compliance to the highest health standards.
To ensure the company’s exacting standards
are met, all Airland mattresses and bedding
products undergo thorough quality control tests
22 | SUPERBRANDS VOLUME VI

prior to leaving the factory. The comprehensive
tests cover all aspects from the density, elasticity
and pressure resistance of the foam used, to
the material’s sweat stain fastness and burst
strength; and in the case of mattresses, the
torsion and tension of the integral wire grid.
Airland products are rooted in the company’s
philosophy of “infinite innovation”. The
company’s technological research programme
has yielded numerous breakthroughs including
patented designs such as the “COSIFLEX®
Spring Coil”, the “Zipper Mattress” and the
“Spring Pillow” — improvements that are quickly
passed on to the customer.
Innovation at another level takes place
at the Airland Sleep Studies Research and
Development Centre, which was founded
in 1995. Here, the company runs research
and development initiatives aimed at further
understanding the medical and health benefits
of sleep and the suitability of different mattress
types. Another research faci-lity, the Yakang
International Sleep Engineering Laboratory, was
set up in 2002 by Airland in cooperation with the
China Association of Rehabilitation Medicine.
RECENT DEVELOPMENTS
Airland sponsored the University of Hong Kong’s
Department of Orthopaedic Surgery to launch
a scientific mattress study to analyse which
mattresses performed best in two separate tests.
The first test measured muscle relaxation
surrounding the spine (Para-spinal muscle test),
while the second (Spinal kinematics test) used
infrared cameras to monitor the shape of the
spine, while sleeping on different mattresses. In
both tests, Airland mattresses came out as the
best performers, being neither too soft nor too
firm and providing optimum support for the spine.
PROMOTION
Despite its position as market leader, Airland is
not resting on its laurels. With its commitment
for “infinite innovation”, and through savvy
marketing, Airland aims to retain the highest
market share in Hong Kong well into the future.
Airland’s creative approach to marketing
takes several forms not usually associated with
furniture manufacturers. It participates in road
shows and joint promotions, and was the first in
the industry to introduce a loyalty programme,
Airland Health Club.
Airland Health Club provides customers with
a range of benefits that the company sees as its
way of giving back to the community. Launched
in 2002, the programme constantly evolves to
reflect the needs and desires of its customers.
Airland also utilises traditional advertising
methods, with the latest being a TV campaign
that highlights Airland’s success in the recent
Para-spinal and Kinematics tests.
BRAND VALUES
As industry leader, Airland believes in contributing
to society. Several major natural disasters in
China in the recent years saw the company
actively helping its employees and their families,
as well as the communities that were affected
by the disasters. In May 2008 and April 2010,
the Wenchuan and Yushu earthquakes struck
China continuously. The company responded
quickly and donated mattresses and blankets
to disaster victims. It also organised donation
drives and bazaars for the benefit of the victims.
Airland also vigorously involves itself in
environmental protection activities. It complies
with the various international environment
standards and maintains the highest quality in
its products. In support of the Green Olympics
environmental sustainability campaign for
the Beijing 2008 Olympic Games, Airland
also launched a planting activity in Shenzhen
Longcheng Park.
Airland is a brand with a long history, one
whose continued application of focused and
innovative strategies sets it apart from the
rest. Its namesake reflects the qualities of the
two component words - Air and Land. The
persistence and perpetuity of both of elements
symbolise Airland’s corporate values and is
likewise reflected in its products.
The company motto “Quality founds the
brand; Technology creates the future” epitomises
Airland’s spirit of innovation and excellence. This
philosophy has led the company to become a
well-recognised brand in Hong Kong and beyond.
www.airland.com
THINGS YOU DIDN’T KNOW ABOUT
AIRLAND
• The total length of wire used annually in
Airland spring mattresses exceeds 84
million metres, which is two times the
circumference of the earth or 40,000
times longer than Hong Kong’s Tsing Ma
bridge.
• Each year, the total height of all mattresses
sold by Airland exceeds 52,000m – five
times higher than Mount Everest, and the
equivalent of 142 Bank of China towers.
HONG KONG’S STRONGEST BRANDS |
23

MARKET
Bausch & Lomb is the eye health company
dedicated to perfecting vision and enhancing
life ® . It offers the world’s most comprehensive
portfolio of eye health products.
The brand’s contact lens offerings span
the entire spectrum of wearing modalities
and include such well-known brand names
as PureVision ® and SofLens ® . Its lens care
products include the ReNu ® brand of chemical
disinfectants for soft contact lenses.
Committed to innovation and industry
leadership, Bausch & Lomb employees around
the globe uphold the ideals of the company’s
founders by inventing materials, developing
technologies and partnering with the medical
community to help restore, protect and enhance
the gift of sight.
ACHIEVEMENTS
Dedicated to bringing visionary ideas to eye
health, Bausch & Lomb is the first to bring in
aspheric optics design to daily disposable contact
lens. With superior product launch, the market
share for daily disposable contact lens segment
was doubled in Year 2008 in Hong Kong.
HISTORY
The Bausch & Lomb story began when two
German immigrants, John Jacob (J.J.) Bausch
and Henry Lomb, arrived in America separately
in the mid 19th century and became friends after
settling in Rochester, New York. In 1853, Bausch
opened a small optical goods shop – a business
that was founded on the idea of selling superior
eyeglass lenses and frames, a US$60 loan from
Lomb, and a handshake. Lomb helped keep the
shop open by making small loans, even while he
served as an officer in the Union army during the
U.S. Civil War.
Upon Lomb’s return to Rochester, Bausch
made him a partner in the business, which then
became the Bausch & Lomb Optical Company.
The company’s innovative eyeglass frames of
vulcanised rubber were such a success that
the partners were able to open a sales office in
New York City in 1866. Eventually, the thriving
business was passed into the care of Bausch’s
sons, Edward and William.
Edward and William Bausch continued the
tradition of innovation. In 1915, the company
produced the first optical-quality glass made in
America, and supplied the military with lenses for
binoculars, periscopes, and searchlights during
World War I. The company introduced glarereducing
sunglasses for the United States Army
Air Corps in the 1930s known as the Ray-Ban line.
The innovative CinemaScope lens delivered
wide-screen movies with a single projector,
winning Bausch & Lomb an Oscar in 1954.
The business founded on an idea and a
small loan grew to become a major producer of
spectacles, microscopes, binoculars, projectors,
and camera lenses and shutters. Mainstay
products developed by Bausch & Lomb include
the first soft contact lens and the first one-bottle
cleaning, disinfecting and storage solution for soft
contact lenses. In the 1990s, Bausch & Lomb
launched its next generation of contact lenses,
including the SofLens ® and PureVision ® brands.
PRODUCT
Bausch & Lomb markets three broad categories
of products, including contact lenses and lens
care products, ophthalmic pharmaceuticals,
and ophthalmic surgical products.
The company’s vision care products
(including lens & lens care products) are one of
the best known brands amongst end consumers
and eye health providers.
Lenses:
For Myopia / Hyperopia
SofLens ® daily disposable contact lenses
– the first daily disposable lens with High
Definition Optics, a technology that reduces
the appearance of blurriness, halos, and glare
across a full range of conditions. The result is crisp,
clear vision even in low-light situations. They are
the only lenses with ComfortMoist Technology
– a combination of thin lens design and slowreleasing
packaging solution that provides
all-day comfort.
PureVision ® Contact Lenses – the first
lenses made using the unique AerGel material
(Silicone Hydrogel). They allow natural levels of
oxygen to reach your eyes, and resist protein
build-up.
SofLens ® 59 Contact Lenses – combine
excellent performance, comfort and visual acuity
providing daily wear for two week replacement.
SofLens ® 38 Contact Lenses – an easyto-fit
low water content spherical soft lens
manufactured using the patented ‘Reverse
Process III’ or cast molding technology, and
designed for use in the correction of myopia
24 | SUPERBRANDS VOLUME VI

and hyperopia on a daily wear for one month
replacement.
For Astigmatism
SofLens ® daily disposable toric for
Astigmatism – with High Definition
Optics, an aspheric design that reduces
spherical aberration over a range of
powers, it is ideal for current
soft toric lens wearers who
require excellent visual
acuity and comfort with the
health and convenience
of disposable lenses;
astigmatic spectacle wearers
who want the convenience of
contact lenses; and spherically
masked astigmatic patients
looking for better visual acuity. The patented
Lo-Torque design keeps the lenses stable,
and the advanced optics correct astigmatism by
refocusing light to a single point for sharp, clear
vision.
SofLens ® Toric Contact Lenses – with a
unique Lo-Torque design that is easy to wear;
and provides clear vision and comfort. It is a
daily wear lens for two weeks replacement.
For Presbyopia
SofLens ® Multi-Focal Contact
Lenses – enable you to see well at all distances.
The unique Natra-Sight Optics creates easy
transition from near to far; and all points in
between. The patented edge design provides all
day comfort.
Lens Care:
ReNu MultiPlus ® Multi-Purpose Solution
– is specially formulated with unique Tri-Action
formula, which provides disinfection, effective
cleaning, and sustained moisturising for soft
contact lenses.
ReNu MultiPlus ® Lubricating and
Rewetting Drops – helps moistening lenses,
while special rewetting agents help to restore
moisture to lens.
Sensitive Eyes ® Plus Saline Solution –
removes loosened debris and traces of daily
cleaner from the lens surface when used as a
rinse after cleaning.
Sensitive Eyes ® Daily Cleaner – loosens
and removes accumulations of film, deposits,
and debris from soft contact lenses.
RECENT DEVELOPMENTS
Bausch & Lomb conducts research and
development initiatives worldwide, with
R&D centres in the Americas, Europe and
Asia. Combined with selective technology
acquisitions, the company’s organic R&D efforts
have led to breakthroughs that directly benefit
millions of people.
Bausch & Lomb SofLens ® daily disposable
lenses is the first daily disposables with High
Definition Optics, an aspheric design that
reduces spherical aberration over a range
of powers – which provide consumer with
experiences on exceptional vision all day, and
especially in low light, delivering superb clear
‘High Definition’ vision. Moisturising agent in
the solution covers the lens to offer end-of-day
comfort.
ReNu MultiPlus ® Multi-Purpose Solution is
now stored in a first-ever transparent and clear
bottle which allows you to see the purity of the
solution at all times. The modern crystal-clear
packaging is made of environmentally friendly
recyclable material. User-friendly designed
bottle with a run out indicator is included to
remind on next purchase.
PROMOTION
With the ideal to help consumers protect
and enhance the gift of sight, Bausch & Lomb
is the first to roll out ‘Mobile Eye Care
Station’ in Hong Kong to promote
regular eye examination and contact
lens fitting.
Bausch & Lomb also participates
actively in the promotion of environmental
protection. With the launch of first-ever
transparent bottle ReNu MultiPlus ® Multi-
Purpose Solution, an ‘Old Bottle Collection’
programme is launched. Over 1,600 old contact
lens disinfection solution bottles are collected in
three days and donated to green organisation
for recycling.
BRAND VALUES
With more than 10,000 employees and Products
in more than 100 countries, Bausch & Lomb
continues to deepen its relationships with the
ophthalmic community, patients, consumers,
professional bodies and industry partners. It
remains focused on the same priorities and
philosophies of its founders – bringing the gift of
sight to people everywhere – while ensuring that
it is constantly moving forward with scientific and
business innovation. The company is bringing
visionary ideas to better eye health.
www.bausch.com.hk
THINGS YOU DIDN’T KNOW ABOUT
BAUSCH & LOMB
• Bausch & Lomb is one of the most
respected healthcare brands in the
world, not only because of its history,
but also the company’s contribution and
achievement to the eye health industry.
• Bausch & Lomb was the first
manufacturer to obtain approval from
Food & Drug Administration of U.S. (FDA)
to manufacture and market the world’s
first soft contact lens.
• The company was the first to introduce
all-in-one cleaning, disinfecting and
storage solution for soft contact lenses.
HONG KONG’S STRONGEST BRANDS |
25

MARKET
Bonjour has benefited from increasing consumer
interest in cosmetics, beauty and healthcare
products over the last few years. For the period
ended December 2008, the Bonjour Group
recorded a turnover of HKD 1,381.9 million, a
14.2 percent increase over the same period for
the previous year.
While the rise of income levels in Hong Kong
and China has led to an increase in the cost of
living, the depreciation of the Hong Kong dollar
against other foreign currencies has contributed
to an influx of visitors from mainland China and
abroad. Seizing this opportunity, Bonjour has
expanded its network of retail stores in Hong
Kong, and more recently in mainland China.
As one of the most renowned retailers
of cosmetics and healthcare products in the
region, Bonjour differentiates itself from entrants
in this specialist field by delivering on its promise
to “cater to the needs of every woman”.
ACHIEVEMENTS
Bonjour’s pioneering spirit and innovative
business approach has reshaped the cosmetics
and beauty retail market in Hong Kong. Since
1997, Bonjour’s offering of a wide range of
international cosmetics brands at competitive
prices has won the company the loyalty of many
consumers.
Bonjour enjoys exceptional high customer
traffic – 3,000 purchases a day – a figure that
is unsurpassed in the Hong Kong cosmetics
retail market.
The brand has gained recognition in recent
years at international awards such as the
“Superbrands Hong Kong Awards”, “YAHOO!
Emotive Brand Awards” and “Best Hong
Kong Brands”. Bonjour’s participation in the
“Quality Tourism Services Scheme”, “Hong
Kong Merchant of Integrity”, “No Fakes Pledge
Scheme” and “Hong Kong Q-Mark Scheme”
is an indication of the brand’s important status
amongst local and overseas customers.
HISTORY
Founded by Dr. Ip Chun Heng and Mrs. Ip, with
only one store and a handful of employees in
1991, Bonjour has since grown to become one
of Hong Kong’s most reputable and popular
health and beauty retail and spa chain with 31
retail shops, 18 beauty salons including two foot
massage centres in Hong Kong, Macau and
mainland China.
The first skincare and cosmetics shop at
Jordan achieved considerable success, and
made the management realise the popularity
of imported Japanese cosmetics and skincare
products. The outlet’s success propelled the
company to expand, from 1996 onwards, its
retail network to prime areas of Hong Kong.
With his astute business and
management skills, Dr. Ip transformed
Bonjour from a small
enterprise to a market leader
with a consistent annual growth,
guided by customers’ needs
amidst growing public consciousness of health
and self-image.
PRODUCT
Bonjour shops carry over 20,000 products
produced by 1,000 of the world’s most famous
brands. Bonjour is an exclusive distributor of
several famous private labels including Persian
Rose from England, Embryo Life Essence,
Swiss Plus, Suisse Reborn and Rote Fabrik
from Switzerland, Franck Olivier and Mary
Cohr from France, Donna Chang, Bodytouch
and Greentouch from Thailand, Bio-V and
RevitaLash from United States; and YUMÉI and
Marna from Japan.
Catering for all budgets, the products can
be divided into the five categories of skin care,
make-up, fragrances, healthcare and hair care,
personal care and accessories.
With the support of over 400 suppliers in
Hong Kong and overseas, Bonjour provides only
the best selection to its customers. Quick to
26 | SUPERBRANDS VOLUME VI

identify and set new trends, Bonjour constantly
stays ahead of the competition.
To complement and diversify Bonjour’s
business, the company set up a chain of beauty
and health salons to provide a full range of
treatments focusing on body slimming and
shaping, facial treatments, intense pulsed light
therapy, detoxification, laser treatment, body
massage, spa, nail art and foot massage.
As a value-added service, Bonjour
conducts comprehensive product knowledge
and professional service technique training
programmes for its staff to ensure that they are
competent at making suitable product or service
recommendations to customers based on their
different needs.
RECENT DEVELOPMENTS
Bonjour established an online presence in 2005
with its online shopping store, www.bonjourhk.
com, in order to capitalise on the growth of
e-commerce and to serve a global customer
base. The online store enables Bonjour to serve
customers 24 hours a day, seven days a week.
It promises the shortest delivery lead times to 47
regions including China, United States, Canada,
Australia and Europe.
In tandem with intensive online promotional
activities such as e-marketing, offers and affiliate
programmes with online business partners,
online sales is expected to grow rapidly in
the coming years. The E-shop would be the
centrepiece of Bonjour’s strategy to capture the
potential of the online market.
The monthly sales of the milk powder after a
revamp on Bonjour’s website since September
2009, was four times the average prior to the
website revamp.
Following the opening of the Baby Bonjour
store in Central, the www.baby.bonjourhk.com
website was launched in 2008, offering baby
food and other daily items online; dominating the
Japanese milk powder market in Hong Kong.
While pursuing online growth, Bonjour has
continued to develop its physical presence. In
2006, the company decided to focus on offering
treatments based on medical beauty technology.
“About Beauty” was conceptualised, and by
the end of 2007, all Bonjour
Beauty salons had been
revamped in line with this new
concept.
Separately, Top Comfort
foot massage salons and nail
bar services have continued
to expand, and there are
18 About Beauty and Top
Comfort salons around the
island.
PROMOTION
Bonjour has launched a successful
series of bold marketing
campaigns designed
to raise awareness of the
exclusive brands distributed
by the company.
Each week, Bonjour
products are advertised in
renowned magazines and
newspapers with high readerships
to increase public
awareness. With the increasing
number of mainland
Chinese visitors to Hong
Kong, Bonjour now also
advertises in and runs joint
promotions with mainland
Chinese periodicals.
Joint promotional activities
with other reputable
companies to offer special
discounts or gifts have been
effective in attracting new
customers.
Celebrity endorsement
is used to raise the profile and image of
the brand. For its popular OEM product
promotions, Bonjour regularly invites celebrities
such as well-known model Cara G. and
Vibeke Ma (About Beauty), Sherman Chung
(Rote Fabrik) and Vivien Yeo (Bio-V).
The “Bonjour Beauty Ltd.” network has
raised health and beauty awareness in Hong
Kong through direct customer interaction.
Pleasant experiences at its outlets have resulted
in word of mouth recommendations that help to
promote the brand as “people-friendly”.
Bonjour Beauty Ltd. is making a significant
investment in advertisement and electronic
marketing, promoting through electronic direct
mailing channels and brand building through
various popular web-portals and print media.
Bonjour has also launched a “Bonjour VIP
Amazing Bonus Point Reward” scheme and
a credit card membership programme with
a major bank in Hong Kong. Currently, over
60,000 members enjoy exclusive benefits or
discounts at Bonjour’s retail outlets.
BRAND VALUES
Bonjour greatly values its customers, who in
turn appreciate the value for money products
and services offered by the brand. Their repeat
patronage is a testimony to the company’s
success in improving the lives’ of its customers in
terms of beauty, health, hygiene and convenience.
www.bonjourhk.com
THINGS YOU DIDN’T KNOW ABOUT
BONJOUR
• Bonjour’s leaf-shaped logo represents
the company’s philosophy of “living in
harmony with nature”. The leaf veins,
formed by three tightly-bound letter
“b”s, represent the strong structure
and foundation of the company.
• Although Bonjour was listed on the Stock
Exchange of Hong Kong (stock code 653)
in July 2003 during the SARS outbreak,
its IPO was 17 times oversubscribed.
• Bonjour makes a sale every two seconds.
• Bonjour stocks over 20,000 different
products.
• Bonjour’s founder Dr. Ip was the recipient
of the “World Outstanding Chinese
Award” in 2007 from the World Chinese
Business Investment Foundation.
• Bonjour helped collect funds for victims
of the 2008 Sichuan earthquake by
placing donation boxes at all its outlets.
Its products designated for charity sold
out within three hours, with the proceeds
of over a million Hong Kong dollars going
towards Hong Kong Red Cross.
HONG KONG’S STRONGEST BRANDS |
27

MARKET
A 2010 report from the Hong Kong Office of the
Commissioner of Insurance recognises Bupa as
one of the top three medical insurance companies
in Hong Kong. For more than 15 consecutive
years, Bupa has been recommended by the Hong
Kong Special Administrative Region government
as one of the best options for Civil Servant health
insurance schemes.
With over 2,400 in-network doctors and
hospitals, Bupa Hong Kong boasts one of the
largest direct settlement systems within the
city, allowing its policyholders to enjoy cashless
medical treatments in selected medical facilities.
Bupa Hong Kong is a health insurance
specialist providing an extensive range of medical
insurance to both individuals and corporate
customers. The company was established in
1976 and is part of The British United Provident
Association, a leading global healthcare services
provider. The company has grown to be the
second largest medical insurer in Hong Kong,
according to the 2010 Annual General Insurance
Business Statistics from the Office of the
Commissioner of Insurance, Hong Kong.
Bupa now safeguards over 230,000
members and more than 2,000 organisations.
Bupa is renowned for its quality services and
expertise in health insurance.
ACHIEVEMENTS
In Hong Kong, Bupa leads the market in brand
recommendation among eight other major life
insurers as voted by Hong Kong consumers in
a survey conducted by The Nielsen Company in
2010. Bupa has also received a range of awards
in recognition of its contribution to the community
and marketing success. The many accolades the
company has received include the Superbrands
Hong Kong Choice Award for nine years,
demonstrating that the brand has been well
received and loved by the people of Hong Kong.
Bupa is also proud to be named the ‘Caring
Company’ for nine consecutive years. This
award is bestowed by The Hong Kong Council
of Social Service in recognition of the company’s
sustainable contribution to improving the wellbeing
of the community.
Bupa has received the Citation for Excellence
of ‘TVB Most Popular TV Commercial Awards’ in
the Finance & Investment category for three years
and a ‘Web Care Award’ for four years by the
Internet Professional Association, recognising the
organisation’s strengths in providing barrier-free
Internet services for people with different needs.
Bupa has also won the renowned EFFIE
Bronze Award 2010 in the banking and finance
services and insurance category with its television
commercial series, which were broadcast in
2009. This internationally acclaimed award was
presented by HK4As and HK2A, in recognition
of Bupa’s outstanding performance in terms of
creativity and marketing effectiveness.
HISTORY
The Bupa Group was established in 1947 when
17 British provident associations joined together
to provide healthcare for the general public.
Original services offered by Bupa included
private medical insurance, and this eventually
expanded to include privately run Bupa hospitals.
Now, the Group provides health insurance, runs
care homes for the aged, manages hospitals,
and offers workplace health services, health
assessments and chronic disease management
services.
Bupa operates in 10 countries in Europe,
the Americas and Asia, and is the largest health
insurer in the UK and Australia. The Group
serves over 11 million insurance policyholders
worldwide.
Bupa has a number of foundations that fund
research and education projects to help deliver
effective patient-centred healthcare. With no
shareholders, Bupa invests its profits to provide
more and better healthcare.
Bupa began to expand to provide services
across Asia, beginning in Hong Kong, in 1976.
28 | SUPERBRANDS VOLUME VI

PRODUCT
To cater for different medical funding needs,
Bupa provides an extensive range of medical
benefits including hospital and surgical benefit,
clinical benefit, hospital cash benefit, maternity
benefit, dental benefit and free health checks
through various individual schemes. All these
schemes offer worldwide coverage.
As a health insurance specialist in Hong
Kong, Bupa has been a pioneer in bringing
innovative product features to its consumers.
These features are designed to give peace-ofmind
to its customers through their lifetimes.
Bupa guarantees that customers’ covers
can be renewed for life, regardless of claims
they make or any changes in circumstances
surrounding their health. Irrespective of
customers’ claims history and state of health,
there are no extra individual charges levied upon
renewal of their contracts.
Customers are covered immediately after
their membership becomes effective. Bupa also
provides medical card services in most of their
individual schemes. When a Bupa customer
uses his medical card, there is no bill to pay and
no claims procedure to follow.
Bupa’s individual schemes provide full
reimbursement for hospital or clinical expenses.
When a Bupa customer uses his medical card to
receive treatment provided by network doctors
and hospitals, the medical expenses will be fully
covered up to an overall annual limit or number
of outpatient visits.
Bupa has also introduced a critical illness
insurance scheme, Bupa Critical Essential
Care. This scheme covers an extensive range
of 58 critical illnesses, including 49 major critical
illnesses such as cancer, heart disease and
stroke, and nine special critical illnesses such
as early-stage cancer. Bupa medical insurance
members can enjoy extra medical top-up benefit
for free after the diagnosis of a major critical
illness.
Bupa corporate schemes focus on the
need to ensure that illness or accidents lead to
minimum disruption in the workplace.
The company can customise corporate
medical insurance schemes for organisations
with 20 employees or more. Its corporate
insurance scheme also provides medical card
services. Likewise, the company guarantees
coverage of group members under a designated
individual medical scheme for life when the group
member retires or terminates employment. In
addition, Bupa has introduced a range of online
services to make transactions easier and faster,
for the convenience of its corporate clients.
Smaller companies can access Bupa’s
group cover and services through its innovatively
packaged medical insurance schemes.
RECENT DEVELOPMENTS
Bupa’s aspiration is to be seen as a healthcare
partner. The company is committed to serving
and protecting its customers for life. To achieve
these bold objectives, Bupa has initiated a series
of programmes towards this goal.
Bupa has been providing health information
of different illnesses and diseases on their
website. All information on their website is
verified by Bupa’s medical consultants and is
updated frequently to ensure that it is accurate
and dependable.
Bupa also aims to promote a healthy
lifestyle to the community. The company has
introduced online health assessments such as
a quick health age check. The public can also
download a Bupa fitness application from their
iPhone and iPad for free. The company also
organises events regularly to encourage people
to exercise, for prevention of illnesses.
For customers who are at a higher risk of
developing chronic disease such as diabetes,
Bupa invites customers to take screening
programmes for early detection and introduces
evidence-based quality treatment methods on
discovery.
PROMOTION
Bupa uses an integrated promotion strategy to
communicate its customer value proposition,
in maintaining the company’s business
development.
To increase the familiarity of the brand, Bupa
has launched a TV commercial featuring its
history since 1947. The campaign has worked
well in enhancing the trust level of consumers
towards the brand.
The brand also promotes its core product
offerings such as ‘no hassle claims with medical
card’ and ‘per operation benefit’. To date, Bupa
has established a very high awareness and trust
level when compared to the other eight key
insurers in the survey conducted by The Nielsen
Company.
BRAND VALUES
Bupa’s purpose is to help people live longer,
healthier and happier lives.
Bupa Hong Kong aspires to be its customers’
healthcare partner for life, providing products
and services that are accessible, user-friendly
and of equitable value. Bupa inspires
trust and confidence by proactively
supporting customers in sickness
or in health, and fostering long-term
relationships by treating customers
as an individual.
Customer centricity is vital in
delivering this proposition. Bupa
will continue to offer variety in its
customers’ products and service
experiences as well as encourage
the adoption of a healthy way of life.
www.bupa.com.hk
THINGS YOU DIDN’T KNOW ABOUT
BUPA
• Bupa was formed in 1947, one year
before the United Kingdom’s National
Health Service was created.
• Bupa is a provident association where
all its surpluses are re-invested into
improving its health and care facilities.
• Bupa launched the industry-first medical
card service for outpatient expenses in
2000 where the cardholders do not need
to pay the bills or lodge any claims after
consultation.
• Bupa has a medical consultant and
a dedicated team of professionals to
ensure the quality of the medical network
and care services.
• Bupa pays out more than five claims a
minute.
HONG KONG’S STRONGEST BRANDS |
29

MARKET
The rapid advancement in imaging technology
over the past few decades has greatly changed
the lifestyles of consumers and businesses
around the world. With a rich heritage in imaging
technology and the tireless passion to excel
since its establishment in 1937, Canon is one
of the global multimedia corporations that have
played a significant role behind this evolution.
Canon has been so successful that the brand
has become synonymous with technological
advancement, innovation and customer
satisfaction.
Guided by its corporate philosophy of kyosei,
which Canon defines as “All people, regardless
of race, religion or culture, harmoniously living
and working together into the future”, the
company is focused on providing products and
services with the aim of contributing to society
through technology advancements that help
people in their daily lives.
Together, this unique combination of product
excellence and corporate social responsibility
has made Canon one of the most trusted and
respected corporations in the world.
ACHIEVEMENTS
Not one to be contented with past
accomplishments or to sway from its company’s
DNA, Canon moves forward by placing great
emphasis on technology, the enterprising spirit
and respect for human dignity.
Canon has understood and upheld the
importance of originality over the course of its
72-year history. Its dedication to innovation
has seen Canon receiving a remarkable 2,114
US patents, ranking Canon among the top
three corporations that were awarded patents
in 2008. Canon also actively collaborates
with world-leading universities such as Kyoto
University and Utsunomiya University in Japan
on technological pursuits, resulting in products
that are competitive, cutting-edge and relevant.
To keep pace with the fast-changing imaging
market, Canon has developed a Unique Total
Solution (UTS) for its customers. Its UTS
makes Canon the only manufacturer with input
(cameras) and output (printers) imaging products
in the market. The rich portfolio of imaging
technologies and products places Canon on
the frontline in the market. More importantly,
this forefront position enables Canon to deliver
products and services
to individuals and
businesses more
efficiently due to
economies of
scale.
HISTORY
Canon was incorporated in 1937 by Takeshi
Mitarai with a mission to bring happiness to
families. In 1988, Canon formally introduced
its corporate philosophy, kyosei, which has
remained its guiding principle to this day.
From conceptualising Kwanon, Japan’s first
35 millimetre focal-plane-shutter camera, with
just a handful of employees in 1934, Canon has
since grown into an admired corporation with
245 subsidiaries across the globe with products
ranging from consumer products, office
automation and image management systems,
to precise optical instruments like the Sabura
Telescope. Although Canon has expanded
tremendously in terms of scale, number of
employees, scope of products and technology,
it has nevertheless remained true to its founding
philosophy of kyosei.
Canon Hongkong was set up in 1971 as the
regional headquarter for the company’s growing
markets in Hong Kong, Taiwan and China. To
serve the Southeast Asia market, which had
grown significantly by the turn of 21st century,
Canon Marketing Hong Kong was established
in 1997, which was later merged to form Canon
Hongkong Company Limited in 2003 to further
strengthen the brand’s position in Hong Kong,
Macau, Taiwan, the Philippines and Mongolia.
30 | SUPERBRANDS VOLUME VI

PRODUCT
Canon’s diverse businesses encompass a wide
range of products including the following:
Business machines – Office network / colour
network / personal multifunction devices (MFDs),
office / colour / personal copying machines
Computer peripherals – Laser printers,
multifunction inkjet printers, inkjet printers, image
scanners
Business information products – Document
scanners, handy terminals, calculators and
electronic dictionaries
Cameras – Digital cameras, digital video camcorders,
lenses for single lens reflex, cameras,
LCD projectors
Optical products – Semiconductor exposure
systems, LCD exposure systems, broadcast
equipment, medical equipment, large-format
inkjet printers
The vast range of Canon’s imaging products
and technologies is an important factor that
helped consolidate its position as the market
leader.
RECENT DEVELOPMENTS
From input to output and still images to video,
Canon is promoting ‘cross-media imaging’,
a concept that enables advanced synergies
among Canon imaging products. Developed
from Canon’s core technologies (image capture,
exposure equipment, electro photography,
inkjet printing and display), these new innovative
imaging technologies enable the easy creation,
expression and presentation of images,
which provide users a unique communication
experience anytime, anywhere.
PROMOTION
In line with
kyosei, Canon will continue
to take a more proactive
approach to position itself as
a global corporation in the
21st century.
As part of its commitment to environmental
conservation, Canon regularly examines its
business processes to thoroughly eliminate
wastes that adversely affect the environment.
Canon initiated the “Global Toner Cartridge
Recycling Program” at its factories in China,
France, the United States and Japan. In 2009,
the company launched the “Ink Cartridge
Recycling Program”, the first of its kind in Hong
Kong. These initiatives helped raise Canon’s
profile as a responsible corporate citizen.
to motivate internal staff, business associates,
stakeholders and Hong Kong residents during
the 2008 economic recession.
Going forward, Canon aims to create new
business domains through such innovations
as vision-based technologies centred
on the latest optical advancements,
judgment-based technologies
that apply advanced
image-processing
techniques and
behaviour-based
technologies made
possible through
advances in artificial
intelligence
research.
Globally,
Canon collaborates
with universities
such as
the University of
Sydney in Australia
and Christopher Newport
University in the
United States to
offer scholarships to
nurture the leaders
of tomorrow. The company has also
set up the Canon Institute, a political
and economic think tank that
publishes research on global issues.
BRAND VALUES
Based on the concept of kyosei and the pursuit of
the ‘excellent global corporation’ ideal as defined
by this philosophy, Canon endeavours to bear
the responsibility for the impact of its activities on
society, not only in its business but also in other
human endeavours. Canon aspires to provide
customers with excellent products while giving
back profits to its various stakeholders.
The ISO 9001:2000, ISO 14001:2004,
OHSAS 18001:1999 and COPC 2000 ®
international accreditations that Canon received
is testimony to the importance that the company
places on all aspects of its business operations.
Canon returns profits to its stakeholders
by supporting various sporting events. It has
supported events ranging from the 2009 East
Asian Games in Hong Kong, 2008 Beijing
Olympics and UEFA EURO 2008 to the US
Open, of which Canon is its longest continuous
sponsor since it started in 1976.
In Hong Kong, Canon is a keen supporter
of local community projects. In 2003, Canon
donated HKD 1.5 million to the Hong Kong
Hospital Authority to support frontline medical
staff and launched the “Hong Kong Ka Yau”
Campaign during the SARS outbreak. In
2008, Canon made donations to the Sichuan
earthquake victims and participated in the
“Write with Love” Campaign. More recently,
the company launched the “Smile Campaign”
www.canon.com.hk
THINGS YOU DIDN’T KNOW ABOUT
CANON
• The founder of Canon, Takeshi Mitarai,
was a gynaecologist. Aptly, Canon
developed Japan’s first domestically
produced photofluorography camera
shortly after its foundation.
• Canon built Asia’s first revolving neon sign
in Hong Kong in 2004.
• Canon HD XH G1camcorders were
used to record a recent milestone
in human history, when the Everest
Relay Team of Beijing Olympic Games
reached the top of the Everest on
8 May 2008.
• Canon on-demand fixing technology for
printers and copiers has reduced CO2
emissions by an estimated 8.4 million
tonnes, enough to melt more than
13 million cubic metres of ice.
• Canon Europe collaborated with WWF
to spearhead the conservation project,
WWF – Canon Polar Bear Tractor, to
digitise more than 16,000 images in their
photo database.
HONG KONG’S STRONGEST BRANDS |
31

MARKET
Hong Kong is the fashion Mecca of Asia.
Everything from top designer brands to trendy
street wear can be found in the territory.
In this highly competitive market, shops open
and close within a few months and the strong
presence of global brands makes it difficult
for local companies to gain a foothold. Local
brand Chicks has risen above these challenges
to become a leading innerwear brand in Hong
Kong. Indeed, it has been a highly visible brand
for over 50 years and is known for its high-quality
fabrics and practical designs.
Chicks, now managed by the third generation,
continues to rigorously follow the company’s long
established motto of “Providing Customers With
The Best”. This customer-centric strategy has
led to Chicks invoking instant brand recognition.
Today Chicks enjoys a leading position in the
thermal wear market and a strong share of the
innerwear market.
Based on the strength of its innerwear line,
the company has evolved and now produces
outerwear garments and fashion accessories.
Chicks’ customers are people who appreciate
high quality, durable and affordable products.
The company’s guarantee of quality and
reliability has helped develop the brand’s
solid reputation. Chicks hopes to build on this
established formula when it expands into the
mainland market.
ACHIEVEMENTS
In 1980 the company introduced a new type
of wool that was machine washable and moth
resistant. This innovation led to Chicks becoming
the first Hong Kong innerwear brand to receive
the internationally-renowned fashion Woolmark
endorsement.
Pursuing design and fabric excellence,
Chicks developed a series called the J-fit Warmer
Collection, using Polycolon, an environmentally
friendly fabric that provides both warming and
perspiration control functions, and is 40 percent
lighter than cotton. Imported from Europe, the
material keeps the body dry and warm.
To deliver its core brand philosophy, Chicks
undertook a series of image re-positioning and
product re-packaging campaigns in 2003 to
enhance its fresh modern brand image. To this
end, Chicks opened two image shops in two
of Hong Kong’s busiest shopping districts in
Causeway Bay and Mongkok.
Chicks is recognised for more than just
fine quality products. The company provides
excellent customer service at its many outlets.
This was acknowledged when it was awarded
the Hong Kong Tourism Board’s Quality Tourism
Services Award between 2002 and 2010. Since
2002, Chicks has also been recognised as one
of Hong Kong’s Top Ten Brands by the Chinese
Manufacturers’ Association of Hong Kong.
HISTORY
Chicks was established in 1953 in Hong Kong
by Chun Au Knitting Factory Ltd, which was
founded in the 1930s. Chicks grew rapidly, in no
32 | SUPERBRANDS VOLUME VI

small part due to its easily recognisable brand
logo which featured three chicks. The logo was
so popular when it first came out that families
put up Chicks posters in their houses in the
1950s and 60s. The three young chicks in the
logo represented family harmony at a time when
there was much social turmoil in Hong Kong.
The company has always aligned itself with
the emotional needs of its customers. From
the riots of the 1960s through to the financial
instability of the late 1990s to the tragedy of
SARS, Chicks has retained its stable image of
reliability and warmth.
The Hong Kong garment and fashion sector
was hit hard by the Asian financial crisis, but
Chicks’ established market presence and
prudent management meant that the company
was less affected than its competitors. Indeed,
Chicks took the opportunity
to expand both its line of
products and its outlets.
This led to a major branding
revamp.
Starting off from innerwear
items, which many wore as
outerwear due to the highquality
of fabrics used, the
durability and design, Chicks
has expanded to outerwear.
Its outerwear range includes
woollen garments and accessories
such as scarves and
handbags.
Throughout its fifty-year
history, Chicks has been
known as an innovative brand
that is recognised amongst
consumers for its high quality
materials, latest product
designs and packaging, and
attractive shop layouts.
PRODUCT
“Providing the Best to
the Family” is the brand’s
vision. Chicks prides itself
in providing a full range of
apparels, from its innerwear
staple line to trendy outerwear
garments, catering to all audiences from adults
to kids, and men to women. The innerwear line
includes everything from briefs and camisoles to
thermal underwear. In order to fulfill the varied
needs of its customers, different kinds of cotton
are used. These include fully combed cotton,
US Pima cotton and luxurious Egyptian cotton.
Most of its woollen garments are machine
washable and can be tumble-dried. Due to
the company’s commitment to durability and
comfort, Chicks was the first Hong Kong
innerwear brand to be awarded the Total Easy
Care standard by Woolmark.
The J-Fit Warmer Collection is made from
Polycolon fabric that provides both warmth and
dryness, perfect for outdoor activities. In addition,
a trendy line of briefs was recently introduced,
specifically designed for young people.
Its outerwear items combine trendy elements
of style and colour, and this is mixed with the
three chicks heritage of the original Chicks
brand. The image of Chicks is often worked into
the garments. Outerwear items include t-shirts,
jackets, jeans and casual polo shirts for men and
women. Chicks’ long-standing leading market
position is based on high-quality products, good
value and superior customer service.
RECENT DEVELOPMENTS
Chicks continuously ventures into new areas
of business, increasing its presence and
accessibility to customers, as seen with the
recent opening of a few new shops in 2009. To
reinforce its image of quality, Chicks also has a
brand new shop decor which uses “Circassian”
English Walnut wood. This light brown with
irregularly patterned black-veined wood has
been highly prized as a veneer for cabinet
making because of its luxurious feeling.
Chicks’ executives know that it is the loyalty
of its customers that has contributed to its
success. To show its appreciation the company
has established a VIP programme, which
includes VIP pre-sales and a VIP shopping
weeks, to reinforce the positive relationship
between the company and its loyal customers.
The wellbeing of the elderly community has
always been a concern of Chicks. Over the years
Chicks has partnered with “Helping Hands” to
participate in activities, and has made donations
to the organisation. For its efforts, Chicks was
recognised as a “Caring Company” in 2004-
2010.
PROMOTION
While Chicks is an easily recognisable brand, the
sheer competitiveness of the fashion industry
demands that Chicks must be vigilant in getting
the word out about its products and services. To
this end, Chicks makes use of marketing tools
that fit its brand strategy.
To establish market leadership in the thermal
underwear market, Chicks launched a new
campaign for the J-fit Warmer collection in Fall/
Winter 2009. A brand new TV commercial,
adopting the theme of a “Kung Fu” family,
has been produced and launched across a
comprehensive range of media channels to
project a cross generation family image. For
the packaging, red was chosen, as it is eyecatching
and is portrayed as the colour of life
and energy. The integration of in-store mini-
TVs, special shop decorations and eye-catching
visual merchandising has successfully made an
impression with the customers.
With e-marketing emerging as one of the
key marketing channels, Chicks revamped its
website in 2009 and created a fans page in
Facebook (http://www.facebook.com/pages/jizi-ma/180201959407),
giving customers a new
experience through the on-line platform.
BRAND VALUES
Chicks has a long-standing tradition of providing
high-quality fabrics and modern designs. This is
combined with a contemporary flair for fashion.
Customers perceive the company as reliable and
innovative, and the logo adds a caring element
to the mix.
www.chicks.com.hk
THINGS YOU DIDN’T KNOW ABOUT
CHICKS
• One staff member’s spouse wore the
same Chicks woollen garment for ten
years.
• Chicks is a brand of Chun Au Knitting
Factory Ltd., which was established in
the late 1930s.
• Chicks was the first Hong Kong
innerwear brand to be awarded the Total
Easy Care (TEC) standard. It can be
machine washed and tumble dried while
maintaining its natural properties.
HONG KONG’S STRONGEST BRANDS |
33

MARKET
Colourmix cosmetics’ chain of retail stores offers
a diversified range of branded products ranging
from skincare, make-up, perfumes to personal
care and fashion items. The target consumer
group for its products include local and overseas
customers between 16 to 35 years of age.
The cosmetics retail business recorded a
turnover of over HKD 152,708,000 during the
last financial year from 1 April 2007 to 31 March
2008.
Along with the overall business environment,
the cosmetics retail market has benefited
from the deregulation of cross-border visits
from China to Hong Kong and the provision
of Renminbi credit card payment services to
tourists from mainland China. Another factor
that has contributed to the rise in sales is the
increasing affluence of Southeast Asia, which
has seen its residents with greater spending
power travelling to Hong Kong for shopping.
ACHIEVEMENTS
Colourmix was launched in October 2004, and
the brand has since built a strong network of 22
retail outlets in Hong Kong and Macau.
The Group’s retail cosmetics business
turnover of HKD 153 million in its last financial
year represented an increase of 19.5 percent
compared with its previous year’s results
while same-store sales saw an increase of
approximately 7.9 percent.
Colourmix is the “Preferred Retail Shop for
Cosmetics and Beauty Products” for the “Miss
Chinese International Pageant”, a coveted
designation it has kept since 2005.
The brand has been a participant of the
Hong Kong Government’s Intellectual Property
Department’s “No Fakes Pledge” Program since
2006 as part of the company’s commitment
to the nationwide effort to combat violation of
intellectual property rights.
In 2005, Colourmix was selected as a
“Superbrands” by the Hong Kong Superbrands
Council, an acknowledgement and affirmation of
the quality of the brand‘s franchise. In the same
year, the parent Veeko Group was awarded
the “Hong Kong Outstanding Enterprise 2005”
award by the Economic Digest, an influential
financial magazine in Hong Kong.
HISTORY
Colourmix is operated by Veeko International
Holdings Limited, a public listed company in
Hong Kong. The Veeko Group was established
in 1984 in Hong Kong by Mr. Johnny Cheng
Chung Man, who is Chairman of the Group, to
design, trade, manufacture and wholesale ladies’
apparel under the brand name of “Veeko”.
In 1987, the Group launched a new fashion
line for working women under the brand name
“Wanko” due to the surge in demand for
executive ladies’ wear.
In 1990, as sales of Veeko and Wanko
apparel flourished, the untapped potential of the
retailing became clear and the Group decided to
make its foray into this business by setting up
three outlets in Hong Kong.
Veeko International Holdings Limited was
successfully listed on the Main Board of the
Stock Exchange of Hong Kong in 1999
(stock code: 1173).
With a sound expansion strategy based
on comprehensive analysis and real demand,
Veeko Group has quickly emerged as one of
Asia Pacific’s largest retailer of ladies’ fashion
with over 280 Wanko and Veeko outlets - 68
outlets in Hong Kong and Macau, 60 in Taiwan,
150 in China and 11 in Singapore - and still
counting.
The Group is constantly on the lookout for
high value-adding expansion prospects and
development opportunities. In October 2004,
the Colourmix brand was born when the Group
launched its chain of cosmetics retail stores.
Within four years, business has grown to a total of
22 Colourmix outlets in Hong Kong and Macau.
PRODUCT
Colourmix stores offer a wide range of exclusive
products directly imported from countries such
as Switzerland, Italy, Japan and Korea. The
brands brought in include Helenere, Coreana,
Entia, Nokdu, Geo, A.H.C., Cl IV, Ama Doris,
Esterel, Frais Monde, Inseta, Swissological,
Swissclicinal, Skin Mission, Rance, Alpina Care
as well as other internationally established
brands.
34 | SUPERBRANDS VOLUME VI

The company conducts professional comprehensive
in-house training programmes for its
frontline sales staff and beauty consultants to
ensure that the customers receive nothing less
than top notch service. In addition, the company
runs a “Mystery Shopper Program” to evaluate
the service quality of each of its outlets on a
regular basis.
Colourmix outlets stand out among other
retail stores for their bright, colourful, vibrant and
stylish design. The spacious layout and the open
display concept create a conducive environment
for browsing and enhance the overall shopping
experience.
With its carefully selected range of distinctive
products, Colourmix is the personification of
youth and mod fashion.
RECENT DEVELOPMENTS
Going forward, the Group will continue to focus
on expanding its cosmetics business network
in the ever evolving business environment. The
Group will strive to introduce more exclusive
products from overseas for distribution through
its retail stores in order to provide more choices
and value to its customers.
PROMOTION
As a retail business, the Group understands
the importance of making their stores easily
accessible to its target consumer group. For this
reason, key points in the city have been identified
and secured as distribution points; each a link
in a carefully laid out chain. The brand has set
up shops at well-appointed sites in shopping
malls that are located along the routes of the
Mass Transit Railway and the Kowloon-Canton
Railway, as well as at mature residential districts
where retail traffic is high.
Colourmix places great emphasis on friendly
and attentive customer service as it believes it is
important in engaging customers to encourage
repeat business and to build customer rapport
with the brand. In addition, the stores run a
special discount program for loyal customers. To
date, Colourmix boasts over 60,000 members
under its VIP program.
The Group has also conceived of an
incentive-linked remuneration package for its
sales staff to motivate them to play a part in
growing sales.
Colourmix has launched a series Of promotion
campaigns that include advertisements on
bus panels, newspapers and magazines. The
sponsorship of several popular television shows
in Hong Kong has also elevated the image of the
brand and associated the brand with the profile
of the audience viewership. This marketing
strategy has been successful and has cemented
Colourmix as a chic and trendy brand.
To complement these initiatives, Colourmix
regularly organises synergistic joint-promotional
activities with the Group’s other two ladies’
fashion brands, “Wanko” and “Veeko”, to
provide special privileges to customers and to
enhance cross-selling opportunities.
Colourmix also sponsors the Miss Chinese
International Pageant, which has yielded results
in the brand being associated with glamour,
beauty and elegance.
BRAND VALUES
The Colourmix brand embodies “Quality Service,
Professional Sales and Incomparable Energy”.
Colourmix strives to provide exclusive
cosmetics and skin-care products at competitive
prices on the foundation of high quality
professional and friendly customer service.
The Group aspires to expand its ever
increasing range of ladies’ cosmetics and
fashion products and to grow its business to
become one of the leading retail enterprises in
the Asia region.
www.colourmix-cosmetics.com
THINGS YOU DIDN’T KNOW ABOUT
COLOURMIX
• Colourmix is a member of the Veeko
group, one of Asia Pacific’s leading
ladies’ fashion chains.
• Colourmix has been designated the
Preferred Retail Shop for Cosmetics and
Beauty Products for the Miss Chinese
International Pageant since 2005.
• Colourmix has 22 outlets in Hong Kong
and Macau.
• Exclusive brands such as Helenere,
Coreana, Entia, Nokdu, Geo, A.H.C.,
Cl IV, Ama Doris, Esterel, Frais Monde,
Inseta, Swissological, Swissclicinal,
Skin Mission, Rance and Alpina
Care as well as other internationally
established brands are available at
Colourmix outlets.
HONG KONG’S STRONGEST BRANDS |
35

MARKET
Until as recently as 20 years ago, westerndesigned
lingerie was unavailable in mainland
China. The market was dominated by domestic
brands offering traditionally designed and
manufactured underwear made of cotton. Over
the past few years, foreign lingerie brands have
entered the market and stimulated an increasing
demand for quality garments, especially in the
rapidly modernizing cities of Beijing, Shanghai
and Guangzhou.
The Embry Group (the Group) which
established a strong presence in the People’s
Republic of China (the PRC) quickly became a
well-known and reputable brand by producing
lingerie specially designed for Asian women.
During the early 1990s, the group entered the
retail sector in the country and began to focus
on the Asian markets. This strategy gave the
Group a competitive edge over the other
manufacturers. A high level of brand awareness
among customers in the PRC has enabled
the Group to expand its product range to
swimwear, nightwear, aerobic wear, sleepwear,
and maternity and nursing wear that appeal to
women of all backgrounds and ages.
Embry Form is now one of the leading lingerie
brands in the PRC with over 2,000 retail outlets,
comprising more that 1,800 concessionary
counters and more than 180 retail shops in
Mainland China, Hong Kong, and Macau. There
is also an established ODM customer base in
Europe.
ACHIEVEMENTS
Embry Form has been recognized for its excellence
in the realms of management, productivity,
quality control, sales performance and business
reputation. Its story of accolades are as listed:
1996: It was accredited with ISO9001:1994
certification in the PRC for its commitment to
provide total customer satisfaction and highquality
products.
2002 : The quality certification was updated
to ISO9001:2000 and it also obtained the China
Environment Labelling Products Certificates
for adopting the use of environmentally friendly
practices and materials.
2006: It was given Top 100 Garment
Enterprises in China and also received National
Excellent Taxpaying as well as Import &
Export Performance Enterprises with Foreign
Investment.
2007: It received Forbes Asia’s Best Under A
Billion Award, iPower 500 Certificateand The Best
Enterprise Informatization Performance Prize.
2007–2010: It received Hong Kong Top Brand
accredited by Hong Kong Brand development
Council and Chinese Manufacturers’ Association
of Hong Kong.
2010: It was accredited as the 2010 Bestselling
Lingerie Products in the Industry in China
by the China Industrial Information Issuing
Centre. It has been the fifteenth consecutive year
for EMBRY FORM to rank the first in volume,
sales and market share. Not to say, from 2005
to 2010, Embry Form was also recognised
by Superbrands Hong Kong to achieve the
Superbrands Status.
HISTORY
The Group was founded in Hong Kong by Mr.
Cheng Man Tai in the 1970s and has grown
from a small business producing its own brand
brassieres into a designer-manufacture and
retailer of quality lingerie products. Mr. Cheng
identified the potential for significant growth in
the lingerie business and went on to produce
bras and panties in Hong Kong under the brand
name of EMBRY FORM.
As a strategy of expansion throughout
the PRC, the Group relocated its production
facilities to the PRC. Its principal subsidiary,
Embry (China) Garments Ltd. was set up in 1987
in Shenzhen, China, while Embry (Changzhou)
Garments Ltd. was established in 1993.
On 18 December 2006, the shares of Embry
Holdings Limited were successfully listed on
the Main Board of the Stock Exchange in Hong
Kong. The grand opening ceremony of phase I
of Embry (Shandong) Garments Industrial Park
was held on 28 December 2007. The industrial
park is located in Jinan of Shandong Province
with a site area of approximately 167,870 m 2 . It
is an energy efficient and environmentally friendly
green factory zone, and has been a showcase
for the adoption of geothermal technology and
energy conservation architecture.
Today, the Group has three production bases
located in Shenzhen, Jinan and Changzhou
respectively, with an aggregate annual
production capacity of 21,200,000 standard
product units.
The Embry Tower in Shanghai was
inaugurated in December 2010, which signified
an important milestone for the Group’s
development. The Group expects to take full
advantage of the competitiveness of the region
and edges in human resources in Shanghai
to support greater development in the future.
Through the effective interactions of Embry
Tower which is a complex of sales, research
and development, with the other functions of
Embry in Hong Kong, Shenzhen, Changzhou
and Jinan, the Group has secured a stronger
backing to business expansion and is capable
of achieving greater economies of scale by
addressing the demand of consumers in a timely
and efficient manner.
PRODUCT
Believing that lingerie is a part of a woman’s
second layer of skin, the Group always steps
ahead its competitors using advanced technology
to manufacture products with high-quality, trendy,
and comfortable materials. The Group strives
to produce the most desired lingerie that can
reflect the wearers’ individual lifestyle as well as
36 | SUPERBRANDS VOLUME VI

personality. For more than 35 years, thousands
of different designs of a wide variety of lingerie
products were created under the brand EMBRY
FORM, and very much favoured by the market.
The company has many innovative designs as
a result of pursuing breakthroughs in technology.
The most well-known ones are ‘3D Underwire’,
‘Low-heart Underwire with Linking and Bracing
Device’ and ‘Skid-proof Intelligent Straps’.
‘3D Underwire’, which is applied to most
EMBRY FORM brassieres, differs form the usual
underwire. Products with this are proved to fit
women’s breast contours perfectly that easily
produce an attractive bodyline with maximum
comfort.
‘Low-heart Underwire’ has a specially made
‘U-shape’ linking and bracing device which give
the wearer spectacular support for an extra lift
yet the shape of breasts remain natural. Modern
ladies adore bras with such design as they help
for an elegant posture and are virtually invisible
underneath a ‘Deep V’ garment as well as a lowback
evening gown.
‘Skid-proof Intelligent Straps’ is another
beloved design among all. There are multiple
eyes on the wings that allow wearers to adjust
the strap positions, to ‘Y’ or ‘X’ shape. In
addition to skid-proof, it is literally the best
fashion item to mix and match various clothing.
RECENT DEVELOPMENTS
Being the leading lingerie brand in the PRC
since 1997, the Group is committed to ongoing
investment in research, development, and
personnel training. The Group believes that
people are the key to consolidate and sustain its
leadership position in the market.
As the country’s economy is growing rapidly,
the Group sees infinite potential in the PRC
lingerie market. It is determined to further expand
its retail coverage in PRC so that EMBRY FORM
will reach customers from all areas in the mainland
more easily, as a result boosting the revenue.
The Group will continue to expand its sales
network in both PRC and Hong Kong. For
customers’ maximum benefit, the corporate
will keep up its high-quality products, high
appreciated customer service, as always. And
to strive for ultimate inner beauty, the Group will
go green from design, manufacture to retail.
PROMOTION
The Group continues to promote the brand
EMBRY FORM through massive advertising
programs in various media including outdoormedia,
newspapers, magazines, TV and Internet
to help strengthen its leadership position in PRC
and Hong Kong.
BRAND VALUES
The trademark of EMBRY FORM and its unique
and artistic oval-shaped S logo represent the core
culture and belief of the Group and the Group’s
image. Its Chinese name, creatively depicts the
elegance, charisma and femininity of women’s
lingerie. The oval-shaped S logo vividly represents
an alluring body silhouette. The brand name has
been in use for over 30 years and is recognized
as a premium brand that is, innovative, stylish
and caring for women of all ages.
The Group always aims to deliver
unparalleled product quality and over the
years has deployed a considerable amount of
resources in continuous product development.
It has a strong research and development team
which focuses on practical areas that are closely
related to the functionalities and features of
lingerie products. It has successfully registered
a number of patents and produced tailor-made
products to address customer needs.
The Group also places great emphasis
on customer service by its commitment to
a Customer First service policy. Customer
incentive programs have always been used
to reward valued customers and attract new
ones. The Group’s Goal is not to merely satisfy
customers but exceed their expectations. As a
result, customers can expect not only lingerie
products of the highest quality, workmanship
and innovative design, but also benefit from the
Group’s superb before and after sales services
and support.
www.embryform.com
THINGS YOU DIDN’T KNOW ABOUT
EMBRY FORM
• As of 30 June 2011, the Group operates
2,012 retail outlets in total with footprints
in all major cities in the PRC.
• As at 30 June 2011, the aggregate
annual production capacity of the group
accounted for 21.2 million standard
product units.
• Over the past 35 years, the Group has
offered more than 10,000 styles of lingerie
and underwear, including push-up
bras, multi-functional bras, sports bras,
teenage bras, maternity bras, strapless
bras, bareback bras, singlet bras, front
fastener bras and ladies’ swimwear and
nightwear.
• As at 30 June 2011, the Group had 29
applications patents and 13 appearance
design patents registered in China and/or
elsewhere in the world.
• The Group was the first manufacturer
in the apparel industry in the PRC that
obtained the China Environmental
Labelling Products Certificate.
HONG KONG’S STRONGEST BRANDS |
37

MARKET
ESD Services Limited, a joint venture
of Hutchison Whampoa and Hewlett-
Packard HK SAR, operates the awardwinning
website ESDlife (www.esdlife.
com) and is regarded as one of the most
popular and trusted online media in Hong
Kong.
ESDlife plays a pivotal role in the
development of e-business in Hong
Kong by operating a sophisticated online
platform with wide-ranging lifestyle
information under the categories of
Wedding, Baby, Health, Digital, Learning,
Beauty, Gourmet, Travel, Wealth, Leisure,
and Shopping – providing people with a
convenient way to access information
as well as bringing people with similar
interests together and shaping the way
people interact with the online market
around the world.
In particular, ESDlife is the most prominent
and preferred choice for couples who are
planning for their weddings, and is the number
one media for wedding information in Hong
Kong. The estimated size of the wedding
services market is HK$12.8 billion for the Year
2010.
Growing demand of online shopping is
expected given the rising trend and habits of
online shopping in Hong Kong. To make its
online services comprehensive, ESDlife runs a
thriving online shop to offer a rich blend of the
most sought-after products and services to
consumers and provide corporate customers
with integrated marketing and information
technology solutions.
ACHIEVEMENTS
The Number One Wedding Information
Medium in Hong Kong – Wedding.esdlife.
com is the number one wedding media in Hong
Kong. According to the Wedding Information
Search Survey conducted by The Hong Kong
Polytechnic University in April 2010, 88 percent
of marrying couples have visited ESDlife for
wedding services information. ESDlife is also
considered as the most effective advertising
medium for wedding service providers to reach
their potential customers.
One of the Largest Online Shops in Hong
Kong – Shop.esdlife.com carries a diversified
range of products including health checks,
wedding products, computer and digital
equipment, home electrical appliances, as well
as leisure products at good prices.
ESDlife received accolades of awards
over the years – It has achieved Superbrands
Status since 2004 and it also
received Five Years Plus Caring
Company Award since 2002, Brand-
With-A-Conscience Award in 2008,
Wastewi$e Hong Kong Awards for
Environmental Excellence since 2008,
Web Care Award in 2002, 2004, 2005,
2006 and 2008, World Summit Award
for Asia Best e-Content in 2003 and
Stockholm Challenge Award in 2001.
HISTORY
ESDlife, developed and operated by
ESD Services Limited, was launched
in the year 2001. The company was
appointed to implement the government’s
Electronic Service Delivery
Scheme and had launched an awardwinning
bilingual portal, ESDlife since
January 2001. ESDlife offered more
than 200 public services from over
50 governments and public agencies,
including oft-used public online
services such as appointment booking
for the issuing of smart identity cards,
booking of sports facilities, booking
for marriage registration, and filing
of tax returns. With expertise in developing
e-government infrastructure and
e-commerce platforms, ESDlife has
accomplished many major IT projects in
the past 10 years.
Capitalizing on ESDlife’s experience in
providing a large number of popular online
government services for the public, the
brand has built a huge online customer
base over the years. ESDlife has since
developed and become the leading online
lifestyle media in Hong Kong, furnished
with comprehensive lifestyle information
online.
PRODUCT
Advertising and Promotion Services –
ESDlife provides a one-stop advertising
and marketing service to enable
customers’ products to stand out in
a fiercely competitive market. To give
the customers comprehensive assistance in
achieving their business objectives, ESDlife
provides diversified marketing services, including
the marketing research, online advertising, direct
marketing and event marketing opportunities.
38 | SUPERBRANDS VOLUME VI

E-Commerce – ESDlife huge online
customer base has distinct likes and needs,
and are used to the convenience of online
shopping and payment. Hence, Shop.esdlife.
com provides business partners with a highly
effective sales channel, enabling them to reach
new target customers with great accuracy. Not
only does Shop.esdlife.com boosts the users’
turnover significantly, the average transaction
amount is also higher than other local online
shops. “VISA Authentication” service to give
customers greater confidence to make online
payment transactions and to further develop
ESDlife as an effective sales channel for local
and even international online shops.
Web Solutions and Internet Services –
ESDlife’s professional technical team has unique
experience in developing information technology
solutions. The team has since completed over
100 innovative IT or Internet projects for various
institutions and win a number of international
accolades for the website. In the process of
developing online government services, ESDlife
accumulated an abundance of experiences and
boosted the ability to provide a one-stop for IT
and Internet solutions including e-commerce
consultancy, application formulas development,
websites design and systems integration.
Quality Wedding Merchant Scheme
(QWMS) and Directory Business – To elevate
the wedding industry service level and provide
a platform for consumers to identify excellent
service providers in Hong Kong, ESDlife,
together with Hong Kong Productivity Council
(HKPC), established the Quality Wedding
Merchant Scheme (QWMS) since Year 2008.
HKPC is appointed as the independent
assessment partner to conduct assessment
for any application to QWMS. The QWMS is a
certification scheme under which merchants who
have fulfilled a prescribed set of criteria, based
on the assessment of HKPC assessors, will be
qualified as Quality Wedding Merchants (QWM).
RECENT DEVELOPMENTS
In April 2011, ESDlife launched two brand-new
thematic websites, the one-stop health portal
healthyD (www.healthyD.com) and group-buying
website COUPONANA (www.couponana.com).
healthyD provides an epoch-making interactive
platform for users to exchange health information
and tips, while COUPONANA gathers the
collective power of online shoppers to experience
new adventures everyday. Both websites aim to
give members a new realm of interactivity and
quality living.
Leveraging on the success of e-commerce
business in Hong Kong, ESDlife’s overseas
electronics e-shop – GimmeDigi was launched
in 2010 and has been expanding rapidly over the
year. On the other hand, in view of the soaring
market demand for social media and mobile
marketing, a new team of application experts
is in force for facebook and iPhone application
development services.
PROMOTION
ESDlife has built significant customer awareness
with hybrid of through-the-line communication
channels to promote “Wedding.esdlife.com
– No.1 wedding information medium in Hong
Kong” since Year 2007. With over 600,000
members, the use of digital media has become
an essential tool for ESDlife to keep contact with
potential and existing customers.
Given the success of wedding.esdlife.com,
ESDlife has also organised the “Bridal Award”
to acknowledge outstanding and excellent
wedding service providers in the wedding
industry. Inaugurated in 2005, this campaign
has become one of the most recognised events
in the wedding industry. The “Bridal Award” has
three phases, including nomination, voting and
result announcement; by which the first two
phases are open to public voting.
BRAND VALUES
With the slogan “Connecting your life” the
company is committed to constantly develop
new businesses that allow a user-friendly
approach to browsing which adds easy
connectivity between suppliers and consumers
in their everyday lives.
Our value is to create a trusted and secure
platform that encourages customer, business
partners and shareholders to communicate,
share and collaborate.
www.esdlife.com
THINGS YOU DIDN’T KNOW ABOUT
ESDlife
• The website has over 1.1 million web
visitors every month.
• The site has over 600,000 registered
members providing a huge membership
base to suit online service providers’
direct marketing campaigns.
• ESDlife online surveys have revealed the
market size of the wedding industry for
the last six consecutive years.
HONG KONG’S STRONGEST BRANDS |
39

MARKET
Since its establishment in 1982, German Pool
has grown to be an influential player in the Home
Electrical Appliances and Kitchen Cabinetry
Industry in Hong Kong, with its own product
design, manufacturing, sales and marketing
teams. The brand provides around 30 categories
of electrical appliances, ranging from electric
water heater, range hood to ozone sanitising
system. While leveraging on its own production
lines, the company also sources quality
products from established Original Equipment
Manufacturer (OEM) suppliers worldwide.
Kitchen cabinetry and built-in appliances are
the forte of German Pool. The brand launched
its first kitchen concept store in Wanchai in 2000
and now boasts four retail outlets in Hong Kong
to provide one-stop-shop service. Apart from
selling German Pool’s complete line of kitchen
cabinetry and kitchen electrical appliances, a
wide range of Europe-made built-in kitchen
appliances, imported kitchen cabinetry materials
and accessories are also available.
In the retail market, German Pool sells its
kitchen cabinetry, appliances and equipment
directly to end users; in the wholesale market,
it sells home, commercial and industrial
appliances to businesses including chain stores,
department stores, banks and credit card
companies (through loyalty programs), utility
companies, developers and the Hong Kong
Government.
ACHIEVEMENTS
A pioneer in research and development, German
Pool has been investing resources in designing
high quality appliances. The brand owns
dozens of patented products, and has garnered
innovative design product awards. Its Air Curtain
Range Hood has won the Gold Award in the
Hong Kong Home Electrical Appliances Design
and Innovation Competition, and its storage
water heater has garnered the ‘First Class
Energy Efficiency Label’.
In 2004, German Pool was named one
of the ‘Hong Kong Top Brands’. In 2006 and
2007, it was awarded the ‘Best Potential Brand
Enterprise Award’ by the Hong Kong Productivity
Council, and ‘SME’s Best Partner’ by the
Hong Kong Chamber of Small and Medium
Businesses. It also received the ‘Q-Mark’ Service
Award as well as ‘Consumers Choice’ award in
2007. In 2008, it received the ‘Quality Wedding
Merchant’ title from the Hong Kong Productivity
Council, ‘Hong Kong Proud Award’ from Ming
Pao and the Chinese University of Hong Kong,
‘Hong Kong Quality Brand’ from the Hong
Kong Encyclopedia Co. Ltd., and ‘Hong Kong
Premier Brand’ from the Chinese Manufacturers’
Association of Hong Kong.
HISTORY
German Pool was founded by Dr. Edward Kwok
Man Chan in 1982, whose partnership with a
German firm helped the company become the
leading water heater business in Hong Kong
through the use of European technology and
components.
One of the most influential players in the
home electrical appliances industry in Hong
Kong today, German Pool is strong in product
design, manufacturing, sales and marketing as
well as global exports. It also has 700 distribution
outlets in Hong Kong and is planning a major
expansion into China.
Dr. Chan, who owns a number of
product patents, has dedicated his life to the
manufacturing industry. He received the World’s
Most Outstanding Chinese Award from the
United World Chinese Association in 2005,
was awarded an honorary fellowship from the
Professional Validation Council of Hong Kong
Industries in 2006 and made an honorary
professor by the Canadian Chartered Institute of
Business Administration in 2007. He also holds
a number of important public positions in the
manufacturing industry, such as the Honorary
President of the Hong Kong Electrical Appliances
Manufacturers Association, Chairman of the
Hong Kong Far Infrared Rays Association,
Executive Vice-Chairman of the Hong Kong
Brands Protection Alliance and Vice-Chairman
of the Hong Kong Green Manufacturing Alliance.
PRODUCT
With the mission to improve the living
environment of families in Hong Kong, German
Pool invests a lot of resources in product
development and innovation. Over the past
40 | SUPERBRANDS VOLUME VI

27 years, German Pool has obtained many
new product patents and numerous awards
in household appliance design and innovation
competitions – its Halogen Cooking Pot, a
patented product, won the ‘Consumer Product
Design Certificate of Merit’ from the Federation
of Hong Kong Industries.
German Pool is the only company in Hong
Kong that provides a complete one-stop shop
kitchen service, including kitchen cabinets,
appliances and equipment. It offers excellent
value enhanced by competitive pre and postsales
support including delivery, installation,
maintenance, repairs and customer service.
Apart from selling Germany-made and
designed water heaters, German Pool also
partners German engineers and product
designers in designing its own home electrical
appliances product lines. There are now dozens
of German Pool’s home appliances in the market
place, covering everything from range hoods,
multi-purpose halogen cooking pots to ozone
sanitising systems and massagers.
RECENT DEVELOPMENTS
German Pool is building its Asia Pacific
manufacturing headquarters at the Shunde
High-Tech Industrial Park, strategically located
in the central part of the Pearl River Delta,
China. Its headquarters will house six core
production lines: electric water heater, boiler,
space heater and ozone sanitising system;
Engineered Wood Products (EWP); range
hood and gas cooker; kitchen and bathroom
cabinetry; induction cooker; other household
and commercial electrical appliances. Shared
facilities include metal and plastic moulding
processing plants, raw materials and finished
goods warehouses, an R&D centre, a training
centre and administrative complex.
EWP is a newly developed product category
manufactured from recycled materials, including
used or re-processed plastic resin and wood
pulp. In some applications such as construction,
it can be reused several times. Hence, it is
environmentally-friendly and economical. EWP
is also stronger, more reliable and consistent
than natural wood products. The company
sees potential in EWP development, due to
strong demand in construction and furnituremanufacturing
industries. It also provides
German Pool an alternative material source for
kitchen and bathroom cabinets.
German Pool is also launching a franchise
system in China, which offers franchisees
support, direct access to its products at
wholesale rates, multi-media marketing
support and training in products, sales and
management. The first will be the opening of
Guangdong Province’s largest kitchen cabinetry
and appliance showroom at its Shunde
headquarters. The three-storey, 100,000 square
feet showroom will showcase 80 sets of large,
medium and small designer kitchen cabinetry.
Its goal for the next five years is to expand
its franchise system to at least 200 outlets in
all major cities in mainland China. Expansion
into the United States, Canada, Europe and
Southeast Asia, is also on the cards.
PROMOTION
In the past few years, German Pool has
launched numerous multi-media marketing and
promotional campaigns to strengthen its brand.
It partners with quality media for promoting its
kitchen and living appliances. For instance,
German Pool is the title sponsor of Cable TV
Entertainment Channel’s weekly cooking show
‘Maria’s Kitchen’ for the 7th consecutive year
since the show’s debut. It has also been the
title sponsor of TVB’s cable network bi-weekly
cooking show ‘Starry Kitchen’ since 2007. In
2009, it signed a new contract with ATV for
title sponsorship of two programmes, ‘Happy
Family 2009’ as well as ‘Dr. Appliances’, a
segment inside ‘Housemen’.
German Pool is committed to an extensive
advertising campaign with a minimum of twelve
a month in major newspapers and magazines. It
also participates in major trade shows, including
the Hong Kong Brands and Products Expo.
BRAND VALUES
German Pool is committed to product safety
and environmental performance. For example,
its electric water heater has a 10-year guarantee
for its inner tank and is the first and only brand
in Hong Kong that has been awarded ‘Grade
One Energy Efficiency Label’ for the full range
of electric water heaters. German Pool’s
environmentally-friendly products also include
the ‘4-in-1’ Heat Pump System, exhaust fan,
energy-saving air-conditioner, ‘one-touch ignition’
gas cooking range, solar hot water system,
energy-efficient and safety test-complied electric
induction cooker, all exhibiting outstanding
performance in energy saving and product safety.
Its philosophy is best summed up by its
slogan, which is simply – ‘Life Made Simpler’.
www.germanpool.com
THINGS YOU DIDN’T KNOW ABOUT
GERMAN POOL
• German Pool plans to build the largest
distribution network via its franchise
system, in China, in the next five years.
HONG KONG’S STRONGEST BRANDS |
41

MARKET
Combining quality, contemporary styles with
affordability, Giormani sofas appeal to the
middle-class and discerning customer. Giormani
blends tradition with innovation in its designs to
create a comfortable and modern centerpiece
for the stylish home.
In just over ten years, Giormani has
progressed from producing quality leather sofas
for leading sofa manufacturers in Germany and
Italy to becoming the territory’s sofa expert.
Today, Giormani brand concept stores can
be found in South Korea, Singapore, Japan
and Australia, and through local dealerships
in different countries. Products bearing the
Giormani label are distributed to Germany,
Belgium, Italy, South Africa, Spain, Thailand,
Russia, Canada and the United States of
America (USA).
ACHIEVEMENTS
Giormani has developed a glowing reputation
over the years. Since 2006, it has been invited
to participate in Next Magazine’s Service
Excellence and Star Brand annual supplements.
Such invitations are only extended to brands
with a stature in good quality and service.
Endorsing Giormani’s reputation in design
is Perspective, a leading interior design
magazine which named Mr. Kelvin Ng, owner
and chief designer of Giormani, one of Hong
Kong’s top 40 designers under the age of 40
in 2007. Subsequently, he also received the
Young Industrialist Award of Hong Kong by the
Federation of Hong Kong Industries in 2010.
It has also achieved numerous awards
including the Quality Tourism Service Scheme
by the Hong Kong Tourism Board from 2008 to
2010, Eastweek’s Hong Kong Service Awards
for Furniture Stores from 2008 to 2010, as well
as the Quality Living and Cognoscenti’s Choice
awards in 2005.
Its branding success saw it winning the Hong
Kong Top Brand 2009 by the Hong Kong Brand
Development Council. It has also been one of
Superbrands’ best brands for six consecutive
years since 2005. Additionally, it was awarded
the Capital Outstanding Enterprise Award, and
the High Flyers Outstanding Enterprises 2005 by
Hong Kong Business Association.
For its quality, it achieved the ISO 9001:2008
certification administered by IQNet and CQC.
HISTORY
Giormani was established in 1999 by Arredamenti
Company Limited under the leadership of Mr.
Kelvin Ng and Ms. Jane Tong. Since then, the
company has provided customers high quality,
comfortable and stylish furniture with a focus
on introducing European designs and material
trends into the Hong Kong sofa market at
affordable prices.
The company grew in leaps and bounds. In
2003, it began producing top quality leather sofas
for a leading German sofa manufacturer. In 2004,
it continued to establish a similar partnership with
a high-end Italian sofa manufacturer. As a result of
their good work, both European partners began
to include its sofa designs into their lines of sofa
products for the European market from 2006.
Today, the company has 10 Giormani sofa
stores with a flagship store in MegaBox and
three mega stores in Causeway Bay, Tsim Sha
Tsui and Lai Chi Kok. With over 600 workers
in its factory in China, Giormani adopts the
European model for its production line.
PRODUCT
The brand works with designers from Italy,
Germany and Hong Kong. Maintaining a close
relationship with its European designers has
enabled Giormani to keep up with the latest
trends from the continent.
Being at the forefront of innovation has always
been a top priority. It continually searches for new
materials and incorporates unusual materials
and technologies on sofas. These include the
environmentally-friendly Eco Intelligence ® fabric,
the dust and water proof Crypton ® , acrylic
fabrics, washable paper-woven fabrics, metallicstyled
mosaic-embossed vinyls.
Giormani’s leather and fabric sofa covers
come in a wide variety of colours and are interchangeable.
With an emphasis on individuality,
Giormani prides itself on its ability to combine a
host of different materials in a single design.
Positioned as a fabric expert, Giormani’s
stores showcase about 200 different fabrics in
order to give customers the freedom to match
sofas to any interior design scheme. Its expert
team of craftsmen can also customise every
part of the sofa, from colours, sizes and even
softness to suit the needs of the customer.
In recent years, Giormani launched 2 series
of new product lines, namely Giormani Deluxe
42 | SUPERBRANDS VOLUME VI

and Giormani Motion. Giormani Deluxe aims to
provide the high quality leather softa in European
Style. This series of sofas are often in simple
and classic design. Its shop located on Queen’s
Road East, features a wide range of high-end
home decoration items too.
Giormani Motion however incorporates
mechanisms in the sofas, like head mechanism,
arm mechanism and lumber mechanism. It
seeks to provide the best combination of the
functionality, good quality and the ultimate
comfort in furniture for users. In addition,
Giormani Motion also offers a wide selection of
recliner mechanisms, manual control, electrical
remote and switch mechanisms. A specialist
shop at North Point is mainly for Giormani
Motion collection.
In order to maintain its high standard of quality,
Giormani retains suppliers from professional and
reliable suppliers in Italy and Germany.
RECENT DEVELOPMENTS
Giormani is the first in Hong Kong’s furniture
industry to introduce the computerised Mix &
Match service. This unique computerised facility
by French high-technology solutions provider
Lectra, allows customisation of sofa sets with
easy on-screen viewing by the customer before
actual production.
To demonstrate its commitment in encouraging
innovation and creativities, the company
embarked a series of campaigns to dedicate to
this effort, among which, Giormani developed
various cross-platform projects with renown
Hong Kong designers, Prudence Mak, Lucy
Shih, Husky Kevin, Craig Au Yeung, Leung Mee
Ping and Freeman Lau. HomeGallery has since
been set up in many Giormani shops to exhibit
these cross-platform home furnishing products.
One of the famous projects was the launch
of Giormani X Freeman Lau piece, Piggy, at the
opening of iSquare superstore in Tsim Sha Tsui.
In which furnishing design, each Piggy’s nose
links to the tail of the other. This signifies the
strong bonding among the family members.
In 2011, Giormani launched the ‘iCushion’
Care and Share Campaign to spread love
in summer. Partnered with local illustrators,
HosannArt, Dreamergo and Leung Micmichi,
the HomeGallery exhibition at Megabox flagship
store was filled with heartwarming iCushions
and accessories.
From 2010 to 2011, Giormani also carried
out a year-long campaign, Little Champions of
Innovation Programme to inspire and develop
the creativity and innovations from the little ones.
PROMOTION
Since 2008, the company continued to invest
substantial amount of advertising dollars to boost
its marketing efforts. On top of print advertising
in major newspapers and magazines, Giormani
also participated in home expos, monthly instore
promotions and joint promotions with other
strategic partners and institutions such as banks,
credit card merchants and shopping malls.
These activities have attracted considerable
customer traffic, arousing customer interest and
in turn, encouraged higher value purchases.
Product placements have also been a key
communication strategy. The company sponsored
its sofas for highly rated TVB drama serials such
since 2007. It aims to create the inspiration to the
product through the programme.
Furthermore, the company continued to
enhance its VIP card member programme to
strengthen brand loyalty. This allows members
to enjoy very low prices on selected items every
month.
BRAND VALUES
With the philosophy of ‘Your Sofa Style Tailor’,
Giormani is proud of its excellent customer
service. Equipped with professional product
knowledge, its trained sales people are able to
advise and give customers good ideas.
In addition, its developed a Mystery Shopper
Programme to ensure its service excellence.
These factors have made Giormani a brand
name synonymous with the pinnacle in modern
interior design.
The company prides itself in excellent aftersales
service. Each sofa is tested to ensure its
quality before delivery. In addition, Giormani
offers free delivery and assembly service, a fiveyear
warranty on the sofa’s internal structure, a
three-year warranty on electronic mechanisms,
custom-made fabric slipcover service, as well
as maintenance and repair services. The stores
also offer a range of leather and fabric furniture
care products.
www.giormani.com
THINGS YOU DIDN’T KNOW ABOUT
GIORMANI
• There are 10 Giormani stores in Hong
Kong, as well as Giormani brand concept
stores in South Korea, Singapore,
Japan and Australia. Products bearing
the Giormani label are distributed to
Germany, Belgium, Italy, South Africa,
Spain, Thailand, Russia, Canada
and USA. Well-known European and
Japanese sofa manufacturers have used
Giormani designs as part of product
lines marketed the world over.
• Giormani is the first in Hong Kong’s
furniture industry to offer the computerised
Mix & Match service. This allows
customers to visualise the effects of their
customised designs instantly on-screen.
• Giormani has initiated a cross-platform
project with well-known designers like
Prudence Mak, Lucy Shih, Husky Kevin,
Craig Au Yeung, Leung Mee Ping and
Freeman Lau to show its support to
Hong Kong’s creative culture.
HONG KONG’S STRONGEST BRANDS |
43

MARKET
In 2007, Häagen-Dazs® system sales exceeded
USD 1 billion (“system sales” include reported
sales as well as sales from joint ventures,
excluding the United States and Canada). About
60 percent of this originates outside of the
United States from North America, Europe, Asia,
and increasingly, from Latin America.
The Häagen-Dazs ® brand competes primarily
in the frozen dessert category with ice cream,
sorbet and frozen yoghurt products. The main
product offering is typically ice cream in a pint
or mini-cup serving; depending upon local
preference. Häagen-Dazs ® desserts also come
in quart or half-gallon sizes, and in myriad forms
such as stick bars and crispy sandwiches.
In Hong Kong, the Häagen-Dazs ® brand is
owned and managed by General Mills Hong
Kong Limited, a company that is part of General
Mills Inc. Currently, there are 22 Häagen-Dazs ®
shops in Hong Kong with the ice cream being
available in over 1,350 retail outlets and over
300 hotels and restaurants.
Today, consumers do not buy ice cream
solely for personal consumption, nor do they
choose ice cream brands based on taste alone.
The Häagen-Dazs ® brand, synonymous with
super-premium quality and indulgence, has
helped define ice cream culture as an expression
of personality and style.
2008 – Distinguished Salesperson Award
(Hong Kong Retail Management Association);
ISO 22000:2005 (SGS); HACCP (SGS)
HISTORY
Häagen-Dazs ® was founded in 1961 by Reuben
Mattus with a vision to produce the finest ice
cream available. Mattus, a young entrepreneur
who worked in his mother’s ice cream business
selling fruit ice and ice cream pops from a
horse-drawn wagon, travelled the world to
look for ingredients of the finest quality and
experimented with unique ice cream recipes.
His unyielding efforts was eventually rewarded
with the creation of a rich, smooth and
flavoursome ice cream.
The brand was given the name
Häagen-Dazs ® in 1961 to convey
an aura of the old-world traditions
and craftsmanship. Initially sold
only at gourmet shops, Doris,
Mattus’s daughter, decided to
open in 1976, the first Häagen-
Dazs ® shop in the United States to make the
ice cream more accessible to customers. Its
popularity led to the rapid expansion of Häagen-
Dazs ® shops across the country.
In 1983, the Häagen-Dazs ® brand was sold
to Pillsbury, one of the largest food companies
in the world. A year later, Pillsbury introduced
Häagen-Dazs® ice cream in Asia and set up
the first Häagen-Dazs ® ice cream shop in Hong
Kong. In 1999, Pillsbury Hong Kong took full
control of the Häagen-Dazs® business from
franchisees in Hong Kong, bringing them directly
under its management. Two years later, General
Mills acquired Pillsbury to create the fifth largest
food company.
ACHIEVEMENTS
In Hong Kong, Häagen-Dazs ® has achieved
double-digit growth since 2002 and garnered a
series of awards along the way.
2003 – Best Premium Desserts, Best of the
Best Award (Capital Magazine)
2004 – Best Super Premium Desserts, Best
of the Best Award (Capital Magazine)
2005 – Next Brands Awards in Ice Cream
category (Next Magazine); Category Winner –
Ice Cream, Supplier Awards (7-Eleven)
2006 – Super Dessert (Super Style – Car
Plus); Service and Courtesy Award Food
Category – Supervisory Level Winner (Hong
Kong Retail Management Association)
2007 – Tiptop Service Award (Tiptop
Consultant Ltd); Next Brands Awards in Ice Cream
category (Next Magazine); Service and Courtesy
Award Food Category – Supervisory Level Winner
(Hong Kong Retail Management Association);
7-Eleven Most Favourite Brand – Gold Award
(7-Eleven); Best Supplier Award (Park N’ Shop)
44 | SUPERBRANDS VOLUME VI

PRODUCT
Made using only the purest and finest
ingredients, Häagen-Dazs ® is
hailed as the world’s finest
ice cream.
The brand’s line of
retail ice cream comes in
characteristic delectable
flavours such as Vanilla,
Chocolate, Strawberry,
Summer Berries,
Green Tea, Strawberry
Cheesecake, Choc
Choc Chip, Macadamia
Nut, Cookies & Cream,
Belgian Chocolate and
Mango. These are sold in
Family Pack, Mini Cup and Cup
Multipack sizes. The other retail
products are the Chocolate Bar -
a chocolate-coated ice cream stick
and the Crispy Sandwich - ice cream
wrapped in crisp wafer.
Häagen-Dazs ® shops also offer
specialty ice cream concoctions such as
fondue, cakes and beverages.
The brand develops more than eight
new flavours per year worldwide and
occasionally develops flavours with cultural
variances to satisfy local palates.
All Häagen-Dazs ® ice cream in Hong Kong
is manufactured in France and Japan. Häagen-
Dazs® shops, cafés, kiosks and mobile satellite
units in Hong Kong provide anywhere from 8 to
24 flavours, with new flavours being introduced
every year. Limited offers of novel flavours
specially imported from Japan are available at
selected Häagen-Dazs ® retail outlets from time
to time.
RECENT DEVELOPMENTS
In recent years, Häagen-Dazs ® started
introducing innovative desserts that are
customised for special occasions. One of
the examples that is popular is the Ice Cream
Mooncake that is sold every year during the
Mid-Autumn Festival.
Häagen-Dazs ® is always
inventing innovative new
recipes that involve the
use of its desserts. It
recently came up with
a tasteful High Tea enu
that features Häagen-
Dazs ® ice cream served
with Italian illy coffee,
exquisite pastries and fresh
fruit. Fondue and teppanyaki
are other examples of exciting
pairings with Häagen-Dazs ®
desserts that the brand has
come up with.
PROMOTION
Distribution channels are critical
in making Häagen-Dazs ®
desserts available for both
at-home and out-of-home in situ
consumption. Supermarkets, convenience
stores, hotels, restaurants,
airlines and other impulse channels
play a key role in the retail distribution
strategy. In Hong Kong, convenience
stores serve as an important retail outlet
for Häagen-Dazs ® as many people
frequent them to purchase food and
snacks, and they typically choose only
the familiar brands.
Even without a global advertising
campaign, Häagen-Dazs ® has emerged as the
global leader in the super-premium ice cream
business. As the brand prefers to have local
strategies in different geographical regions,
Häagen-Dazs ® may never have an integrated
global advertising campaign.
Adopting both above and below-the-line
promotions in Hong Kong that includes television
advertisements, Häagen-Dazs® aptly positions
itself as a luxurious brand for the sophisticated
and urbane.
Häagen-Dazs ® places its own branded
freezers in retail environments marked by
creative and eye-catching P.O.P promotions. By
using its own freezers, quality control is assured
as the product can be properly stored at the
correct optimum temperature. It also gives the
brand the opportunity to display the product to
its best advantage.
BRAND VALUES
Häagen-Dazs ® has a simple vision – to set the
standard as the world’s finest sweet indulgence
and to provide an exceptional eating experience
that goes beyond great taste.
To ensure that the quality of every scoop of
dessert is perfect, Häagen-Dazs ® adheres to
the “Gold Standard Protocol” set by Reuben
Mattus. The stringent quality control standard
encompasses ingredient selection, processing,
production, packaging, supply chain
management and customer service.
Häagen-Dazs ® uses only the finest cream,
skimmed milk and egg yolk to produce the
perfect flavour and texture. As the products
contain no artificial flavourings, emulsifiers,
colours and little air, they have a texture that is
richer and more velvety than other ice creams.
www.haagen-dazs.com.hk
THINGS YOU DIDN’T KNOW ABOUT
HÄAGEN-DAZS ®
• Häagen-Dazs ® ice cream in Hong
Kong is imported directly from France
and Japan.
• Häagen-Dazs ® ice cream has a low air
content of below 20 percent - the secret
to its creamy texture.
• Häagen-Dazs ® uses the finest vanilla
beans from Madagascar and rich smooth
chocolate from Belgium.
• The company spent six years sourcing
and cultivating the world’s finest
strawberries. All strawberries are picked
by hand and washed in a specially
designed strawberry washing system
that gently removes stems and leaves
without damaging the fruits.
HONG KONG’S STRONGEST BRANDS |
45

MARKET
Konew is committed to the provision of the
highest quality property-related lending services
in Hong Kong, offering clients financial flexibility
and convenience through structured, marketfocused
first and second mortgage products.
Its core property loan services cover a broad
range of property investment activities; private
property, factories, commercial property, car
parking spaces, village houses and personal
loans to owners under the government’s Home
Ownership Scheme.
ACHIEVEMENTS
Konew has been the only credit company
awarded Superbrands status for five years and
has gained the Caring Company certificate for four
years consecutively from the Hong Kong Council
of Social Services. Another great appraisal
came in 2007, when the company acquired the
Certificate Award for the Best Brand Enterprise
from the Hong Kong Productivity Council. Still in
the same year, it also achieved the Hong Kong
Distinguished Enterprise Pilgrimage Award.
Konew Financial Express obtained a 40
percent share of the Hong Kong property
loan market in year 2007. At the same time,
about 96 percent of the company’s customers
rated Konew’s service as “satisfactory” or
“outstanding”.
Given the strengthening economy and
returning positive investment sentiment, Konew
expects 2009 to be an even better year than
2008, forecasting 30 percent year-on-year
customer growth.
HISTORY
Konew International Group comprises
ten subsidiaries in Hong Kong, China and
Indonesia. Konew has specialised in property
development and property investment since
the early 1980s and over the years has built
substantial knowledge and resources relating
to the Hong Kong property market. After the
financial crisis in 1997, the company made use
of its core competencies, which are financial
capital, human capital and professional property
knowledge, to develop a property loan business
by establishing Konew Finance Limited in Hong
Kong, in 1997, as a licensed moneylender.
The company undertook a major re-branding
initiative in 2004, which included a name change
to Konew Financial Express.
PRODUCT
The streamlined, efficient service that Konew
provides makes it possible for the loan process
to be completed within 24 hours. This compares
to, typically, several weeks in the banking sector.
It does not demand income proof as mortgage
approvals are based on the value of collateral,
which is up to 70 percent of property value.
The company charges no application fees,
no valuation fees and no early redemption
penalties. In addition, customers can choose to
refinance their loan at any time.
Konew can structure loans in several ways
according to customers’ preferences. As
such, its customers can choose different
repayment plans such as interest payment
only or instalments to best fit their financial
needs.
Focusing on providing property
first and second mortgage services,
Konew welcomes various property
types, including private property, factories,
commercial property, car parking spaces, and
village houses, and will give personal loans
to owners under the government’s Home
Ownership Scheme.
Product advantages include; 15 minutes
quick approval, complete loan process within
24 hours, no application fees, no valuation
fees, no early redemption penalties, no
requirement for income proof or financial
statement, no customer’s past credit
records evaluation, and no limitation on
property age.
RECENT DEVELOPMENTS
Konew keeps a flexible and everchanging
attitude, in order to build
the company’s identity, so as to
ensure the optimum fit between
corporate image and customer
needs. A change of name to Konew
Financial Express reinforced the
message that the company delivers
speedy loan services to customers.
In addition, the company changed its logo
colour from blue and grey to green, to
represent its fresh, lively spirit.
It then moved to a new office in
Wheelock House at Central, and has
a comfortable reception area which is
designed to create a warm, receptive
atmosphere for customers.
The company continues to create new
products to respond to changing market
demands, and existing products are constantly
being customised to meet diverse customer
needs. For example, in view of the need for
speedy loans from reputed corporations, besides
24-hour hotline and fax, they have developed a
sophisticated online mortgage process presence
which has made online applications a rapidly
growing part of its business. Relying on their vast
database of local property information, property
evaluation and loan application approval can be
done in a mere 15 minutes, and the loan process
can be completed within 24 hours. Whichever
application channel customers choose, only
simple information such as property address,
mortgage status (if they have the deed or
not) and the requested loan amount
are required for
approval
purpose.
46 | SUPERBRANDS VOLUME VI

PROMOTION
Konew’s marketing strategy is to promote
itself as a superior, caring and fast provider
of lending solutions. Konew’s advertising
tagline is 有 物 业 有 转 机 , which means “Grasp
Opportunity with Property”, and aims to
differentiate Konew within the financial industry.
Its target customers are diversified and the
company is devoted to reaching customers
through various channels. Print advertisements
are one of the main channels it uses to reach
target customers. Along with print advertising,
Konew also uses television commercials and
online advertising to increase its exposure. By
sponsoring the “Hong Kong Chinese Chess
Team Competition – Konew Cup” organised
by the Hong Kong Chinese Chess Association,
the company supports the promotion of the
Chinese culture programme, as well as making
below-the-line efforts for the brand.
BRAND VALUES
Konew presents itself as a lender with an
outstanding reputation, serving clients not
only with courtesy but with commitment. As
a customer oriented company, Konew’s goal
is to understand clients’ needs in order to
provide appropriate loan products to satisfy their
requests.
The key to meeting client’s requirements
lies with their most important asset – the
staff. Training plays a big part in the Konew
Financial Express company culture, and staff are
regularly trained so that they will be committed
to provide superior service based on the three
major objectives: To be ethical, reasonable and
legitimate.
The brand’s success depends not
only on harmonious relationships with its
expanding customer base, but also on the
readiness to adapt to a rapidly changing
market pace. The company therefore places
considerable emphasis on human resources,
with comprehensive staff training schemes to
ensure customers receive professional, as well
as friendly services. Konew remains committed
to demonstrating high commercial ethics and
providing customer oriented services.
The company is proud of its volunteering
services and its participation in charity functions,
such as giving donations to a child-focused
social service organisation (Sheng Kung Hui St.
Christopher’s Home), making home visits and
donations for the elderly through Jockey Club
Housing, and helping younger generations to
learn more of the distinctive Chinese culture
by sponsoring the Hong Kong Chinese Chess
Team Competition.
www.konew.com
THINGS YOU DIDN’T KNOW ABOUT
KONEW FINANCIAL EXPRESS
• Money lending has not always been seen
as the most honourable of industries.
However, the founders of Konew Financial
Express chose the Chinese name 康 业
which means “a healthy business with
high standards of commercial ethics” –
健 康 的 事 业
• Konew Financial Express was established
in Hong Kong in 1997 when CEO Steven
Lee was only 26 years old.
• Konew’s Mascot, the House Man 楼 人 ,
was introduced since the company’s rebranding
in 2004. House Man represents
Konew’s core value: thinking from the
property owners’ perspective and striving
to provide services beyond customers’
expectations. In July 2008, the mascot
has evolved into 3D computer animation
from its 2D human character, and was
named Mr. Homer. Mr. Homer has been
welcomed by the customers with his
healthy, reliable, and friendly image.
HONG KONG’S STRONGEST BRANDS |
47

MARKET
Vacationing has become a lifestyle for Hong
Kong residents, mainly because it is now
recognised to build bonds between friends and
family, other than just mere sightseeing.
As the society in Hong Kong progresses, the
needs and wants of Hong Kong residents have
become more varied and fashionable. Today,
the travel market is full of various products and
services catering to different types and levels
of travelers, from more traditional guided group
tours to free-and-easy individual travel packages
as well as styled-cruise vacations.
In tandem with the technological advancement,
more travel agencies have developed
e-commerce platforms to enable travelers to
book their air tickets and hotels online, with
more discerning travelers embracing this trend.
Tourism has always been one of the key pillars
of economy of Hong Kong. Both the government
and players of the travel industry have
been working closely for the development and
improvement of the industry. The fast-paced
ways of life in Hong Kong and the continued
socio-development of Hong Kong’s economy
provide dynamism and conditions for the progress
of the travel industry.
As one of the largest and most established
tour operators and travel agencies in Hong
Kong, Morning Star Travel is committed
to providing high quality travel products and
services to serve all travelers in Hong Kong.
ACHIEVEMENTS
Morning Star Travel has been operating in Hong
Kong for over 37 years, and takes pride in their
quality travel products and services. The
numerous prestigious awards from
various airlines, tourism boards,
organisations, media, city
governments, stand testament
to this. Amongst
some of those awards
are the ‘ISO 9001:2000’
certification, “Hong Kong
Superbrands’; ‘Top Agent
Awards’ or performance
awards by reputable airlines
such as Cathay Pacific
Airways, Dragon Air, Japan
Airlines, Asiana Airlines,
China Airlines, Singapore
Airlines, Malaysia Airlines
and even Star Cruises. They have also received
contribution awards from tourism boards
around the world, such as Japan National
Tourist Organization, Taiwan Tourism Bureau,
Tourism Authority of Thailand, Malaysia Tourism
Promotion Board. Media recognition, such as
‘Best Korea Tour’ and ‘Best Taiwan Tour’ awards
by Weekend Weekly, ‘Yahoo! Emotive Brand
Awards’, or ‘Hong Kong & Macau Merchants of
Integrity Awards’, ‘Caring Company’ by
The Hong Kong Council of Social
Service have added to their glittering
portfolio.
HISTORY
Founded in 1972, Morning
Star began as a small
tour operator bringing
tourists from Hong Kong
to Southeast Asian countries,
and subsequently
expanded their itineraries to
Japan, Korea and China.
Today, it covers travel
destinations for most
parts of the world.
In 1989, the business of Morning Star Travel
was listed on the main board of the Stock
Exchange of Hong Kong, under the umbrella of
its holding company, Morning Star Resources
Limited.
In 2000, Morning Star Travel formed a joint
venture travel service company in Beijing. Today,
the joint venture company, Beijing Morning Star-
New Ark International Travel Service Co. Ltd.,
has become one of the most reputable travel
operators in Beijing.
PRODUCT
Morning Star Travel offers a wide range of
products to satisfy all types of travelers. Besides
ticketing, normal guided group tours and
free-and-easy travel packages, the company
also provides honeymoon packages, family
packages, cruise vacations, gourmet tours,
marathon tours, business travel packages,
and other styled or themed travel products. In
meeting the evolving changing needs of travelers,
Morning Star Travel has also specially developed
the innovative 2-in-1 ‘V2’ travel packages
that bring together the low cost benefits of a
traditional guided group tour and the flexibility
48 | SUPERBRANDS VOLUME VI

advantages of a free-and-easy individual tour.
It also partners with established travel insurers
in providing comprehensive worldwide travel
insurance to customers. For many enterprises
and organisations, incentive travel has become
a means to motivate employees at work. At
Morning Star Travel, delivering reliable, quality
corporate meetings, event managements and
personalised corporate incentive tours has
become a forte, as an experienced team with
vast knowledge and working experience helms
the M.I.C.E department, satisfying the various
needs and wants of both corporate and noncorporate
clientele.
As the company has the conviction to
operate with trustworthiness and quality, all of
Morning Star Travel’s products are appropriately
developed and satisfactorily delivered to fulfil
customers’ needs and wants. Destinations, tour
routes, and activities are planned in great details
with customers in mind, and airlines, hotels,
resorts, restaurants, theme parks or shopping
locations carefully selected to meet the stringent
standards of quality and safety adopted by the
company.
To ensure consistency of quality and safety,
pre-determined processes and documentation
are put in place based on the strict requirements
laid down in the ISO 9001:2000 Quality
Management System certification. The product
development and operational personnel
have been trained on compliance of specific
procedures and documentation on quality and
safety. Continuous training is given to tour
leaders and escorts to ensure that excellent
customer service and hospitality is provided
at all times and emergency situations can be
handled professionally.
RECENT DEVELOPMENTS
In view that more consumers use the internet
platform to search for information, buying of
products and collaborating activities, online
booking of tickets and hotels has become
increasingly popular in Hong Kong. To cater
to this new demand, Morning Star Travel has
developed partnership with a global travel
service partner in providing over 23,000 hotels
worldwide for travelers to do instant online
booking. The company is also moving forward
by strengthening their e-commerce and
e-services with the objectives of bringing greater
convenience and more benefits.
Morning Star Travel is also stepping up its
efforts and involvement in the travel industry of
the fast developing Greater China, with the aim
of offering more Chinese the chance to enjoy
these quality products.
PROMOTION
Morning Star Travel adopts multiple marketing
channels and promotional approaches to
promote its brand, products and services. Other
than regularly advertising in daily newspapers and
travel magazines, Morning Star Travel frequently
organises joint-promotions through press
presence, road shows and special-purpose
tours, with major airlines and tourism boards
from various countries and regions to generate
public awareness and stimulate interests among
travelers. In addition, Morning Star Travel also
works hand-in-hand with reputable merchants
and payment service providers in providing
travel-related gifts, discounts, and benefits for
its customers.
BRAND VALUES
In Morning Star Travel, it is a strong belief
that customer satisfaction is built on quality
products and services, innovation in ideas
and trustworthiness in business approaches.
Over the years, Morning Star Travel has
successfully established a strong word-of
mouth recommendation in Hong Kong. The
‘Morning Star Travel’ brand is synonymous to
Trustworthiness, Quality and Innovation.
In developing, protecting and enhancing
its established ‘Morning Star Travel’ brand,
the Company is committed to professional
maintenance and continuous improvement
of the ISO 9001:2000 Quality Management
System certification obtained since 2006 as well
as consistent and compatible initiatives of brand
building.
www.morningstar.com.hk
THINGS YOU DIDN’T KNOW ABOUT
MORNING STAR TRAVEL
• Morning Star Travel is the first company
in the Hong Kong travel industry that was
public listed in 1989.
• Morning Star Travel is also the first
company in the Hong Kong travel industry
to be granted a joint venture travel agent
license in Beijing in 2000.
• Morning Star Travel is the only company
in the Hong Kong travel industry that was
granted ‘Hong Kong Superbrands’ for
four consecutive years since 2004.
• Morning Star Travel’s website,
www.morningstar.com.hk is frequently
rated as one of the websites with the
highest hit rates in the Hong Kong travel
industry.
• Morning Star Travel’s Call Centre’s
hotline at +852 2519 8088 is open
365 days all year round to cater to
customers’ bookings and enquiries.
HONG KONG’S STRONGEST BRANDS |
49

MARKET
The Nielsen Company
is a leading global information and measurement
company that provides clients with a comprehensive
understanding of consumers and consumer
behaviour. Utilising proprietary measurement and
analytic tools, Nielsen has advanced the practice
of market research and media audience measurement
to provide a complete understanding of
what consumers watch and what they buy on a
global and local basis. The company’s comprehensive
consumer analysis and insights provide
clients with the intelligence needed to evaluate,
maintain, and strengthen their market positions.
And with a presence in approximately 100 countries,
Nielsen has a global business service that
includes leading positions within established and
emerging markets.
ACHIEVEMENTS
The company’s primary and most important
achievement is its relationship with its clients.
Nielsen believes that true success is being
seen as a trusted advisor by clients, and it
is the core value of the Nielsen business.
The Nielsen Company has also been
recognised for its industry leadership and
commitment to excellence in business,
outreach, and organisation. Specific
acknowledgements include being ranked as
the top company in the Honomichl 2010 Top
50; identified, by BusinessWeek, as one of the
world’s most influential companies in 2008; rated
number one among the top U.S. market research
firms, by Market News; receipt of the NAACP
Corporate Partnership Award; and receipt of
the Engineering Emmy© Award for Audience
Television Measurement System.
HISTORY
In 1923, Arthur C. Nielsen, Sr. founded
The A. C. Nielsen Company. Employing
a new approach to measuring success
through competitive sales results, he
introduced the concept of “market
share”, which remains the definitive
measurement of success across
industries around the world.
Mr. Nielsen used his knowledge of
market measurement to launch a media
measurement business in radio, and
then expanded into television. Nielsen
later consolidated the business into
multi-media measurement and became
a global leader in providing these
services.
Nielsen opened its first international
office in the United Kingdom in 1939
and, after World War II, progressively
expanded its operations in Western
Europe, Australia and Japan. The
company increased its presence in
Asia Pacific in 1994 by acquiring Survey
Research Group; and in the Middle East
and Africa in the late 1990s through the
acquisition of AMER World Research.
In 1999 VNU acquired Nielsen Media
Research and subsequently acquired ACNielsen
in 2001. These moves strongly positioned the
overall business as a world leader in marketing
information, media measurement and information,
business media and directories.
In 2003, the ACNielsen marketing information
business was restructured by creating Nielsen
Advisory Services, which involves the key
specialised practice areas dedicated to the
forecasting, evaluation and optimisation of sales
potential for new and existing products.
In August 2006, David Calhoun was
elected Chairman of the Executive Board and
Chief Executive Officer. Before joining Nielsen,
Calhoun was Vice Chairman of General
Electric Company and President & CEO, GE
Infrastructure. Throughout his 27 years at
GE, he also served as President and CEO
of GE Transportation, GE Aircraft Engines,
Employers Reinsurance Corporation, GE
Lighting and GE Transportation Systems.
In January 2007, David Calhoun rebranded
VNU as The Nielsen Company,
transforming a collection of independent
businesses into a single integrated
operating model that offers clients a
deeper understanding of global markets and
consumers, providing our clients a complete
picture of what consumers watch and what they
buy, while shedding light on the best opportunities
for growth.
50 | SUPERBRANDS VOLUME VI

PRODUCT
The Nielsen Company has proven
expertise in consumer behaviour, media
consumption and marketplace activities.
In a world increasingly defined by global
markets, connected consumers and volumes
of digital information, the company
utilises advanced data collection methodologies
and measurement science to
help businesses turn new and traditional
sources of data into customer intelligence.
This intelligence is used to better
manage brands, launch and grow product
portfolios, optimise their media mix,
measure their campaign performance,
identify consumer demand, establish
meaningful customer relationships and
engage through new platforms.
The company is passionate about
measuring and analysing how people
interact with digital platforms, traditional
media and in-store environments locally
as well as globally. Nielsen provides a
comprehensive understanding of what
consumers watch, what they buy and
the vital relationship between the two
segments.
To help clients understand what
consumers watch, The Nielsen
Company draws on a range of cuttingedge
practices to conduct the most broadbased
research in the world. Monitoring activity
across an expanding array of traditional and
new media platforms including television, online
and mobile, enables Nielsen to offer end-to-end
solutions that take advantage of point-in-time
and panel samples, as well as census audience
measurements. In addition, Nielsen measures the
entire media experience according to a rigorous
set of quality metrics, operating under the highest
standards of industry scrutiny, credibility and
accountability.
To help clients understand what consumers
buy, Nielsen measures trends at the retail level -
whether it’s in the home, in stores or just about
anywhere else consumers encounter products
and services. By evaluating and forecasting
potential markets, and offering customised
research services, Nielsen tracks the progress of
consumer goods from concept to consumption.
And since Nielsen is a global company, it
has developed an extremely wide-angle lens on
issues and opportunities that are most important
to their clients.
Above all else, Nielsen has an ongoing
commitment to align services with clients’ needs
to ensure a competitive edge in an ever-changing
global economy.
RECENT DEVELOPMENTS
Dedicated to the advancement of integrated
analysis and insights, across media and
technology platforms, The Nielsen Company has
forged relationships with innovative, forwardlooking,
companies over the past year. These
new alliances provide unique opportunities to
engage more emerging platforms and generate
deeper, critical insights for clients.
Earlier this year, The Nielsen Company
and Catalina Marketing Corporation formed a
joint venture called Nielsen Catalina Ventures.
The alliance joins Nielsen’s world-class media
data with Catalina’s extensive retail shopper
data to generate a total analysis of how media
companies influence purchase behaviour.
The recent launch of NM Incite, a joint
venture with McKinsey & Company, moved
Nielsen further into the emerging platform
of conversational media. Through broader
measurement capacity, NM Incite helps
clients better understand, value, and utilise
the unique access and insights provided by
social media.
Increasing Nielsen’s reach across the social
media landscape, is a multi-year alliance with
Facebook that generates insights around the
value of internet marketing.
Nielsen also maintains a cutting-edge
alliance with NeuroFocus, a company that uses
neuroscience to analyse the subconscious
impact of selling strategies on consumer
purchasing decisions.
PROMOTION
Nielsen is actively engaged in the
industries we serve as a member of
key trade organisations. Nielsen is also
involved with communities throughout
the globe striving to reach out to a
wide range of ethnicities, cultures
and organisations to reinforce their
commitment to quality and inclusion.
In these roles, Nielsen participates in
a variety of events throughout the year.
Industry conferences and tradeshows
provide an opportunity to stay in touch
with trends and opinions as Nielsen
offers clients and prospective clients a
chance to learn more about insights and
information that are offered.
The campaign tagline, Just Ask
Nielsen, delivers on the consultative
direction of the company and the holistic
approach Nielsen has with their clients.
By providing consumer insights and
strongly asserting that given all of the
information within The Nielsen Company
the tools are available to answer the
tough questions, clients are encouraged
to think outside of the box with what
capabilities Nielsen can provide.
BRAND VALUES
Simply stated, The Nielsen Company strives “to
be trustworthy, unbiased, collaborative, insightful
and passionate in everything we do and to serve
clients by providing simple, open and integrated
solutions.”
www.nielsen.com
THINGS YOU DIDN’T KNOW ABOUT
NIELSEN
• Nielsen is committed to accurately
measuring a broad range of consumer
behaviour, worldwide. This includes
what people watch across multi-screen
platforms of television, online and mobile.
Nielsen also measures what books or
periodicals consumers read, videos they
buy, films they watch, music they listen
to, where they shop and what consumer
goods they buy and how they buy them,
as well as what they listen to on radio.
• Some only know Nielsen by one facet of
this 360 degree view of the consumer,
but Nielsen is constantly monitoring and
analysing consumer activity across an
expanding array of traditional and new
media, as well as through examining
trends at the retail level.
• In addition to understanding media use
and consumer behaviour, The Nielsen
Company also manages one of the largest
portfolios of business-to-business trade
shows in the country. Nielsen produces
approximately 40 annual events that
bring together an estimated 270,000
professionals across 20 industries. As
additional support, digital platforms and
solutions are being developed for buyers
and sellers to connect and transact on a
daily basis year-round.
HONG KONG’S STRONGEST BRANDS |
51

MARKET
Time is a luxury item for most people living in
this fast-paced world, with speed and efficiency
as key factors in any modern lifestyle. Instant
food products offer a tasty and handy solution
to people’s busy lifestyles.
Today, the bowl-shaped logo of Nissin Foods
is a symbol of great taste and convenience.
Nissin Foods is the Number One manufacturer
of instant noodle in Japan and is gaining
popularity overseas. Through continuous search
for innovation and quality, the delicious taste of
Nissin Foods is widely accepted by consumers
all over the world.
ACHIEVEMENTS
As the first company in the world to make instant
noodles and the oldest and largest manufacturer
of instant noodle in Japan, staff at Nissin is
always developing the instant food industry.
After the invention of the world’s first instant
noodle ‘Chicken Ramen’ in 1958, Nissin has
introduced numerous products that changed
lifestyles, including the first instant noodle with
seasoning pack, ‘Nissin Yakisoba’ in 1963, the
popular brand ‘Demae Ramen’ in 1968, the
world’s first cup noodle in 1971, cup rice in
1974, and instant bowl noodle with garnishes
in 1976. Nissin also launched the first series of
microwave oven-ready products in 1986, and
in 1988, the Hong Kong subsidiary successfully
developed the ‘Retort Pouch’ series of products.
In 2005, Nissin supplied a vacuum-packed
instant noodle, or ‘Space Ram’, to Japanese
astronaut Soichi Noguchi aboard the US space
shuttle Discovery. In 2009, Nissin invented a
straight noodle technology and launched a
series of microwavable pasta in Hong Kong,
People’s Republic of China (PRC), Japan, North
America and Europe.
Nissin’s first overseas plant was set up in
Los Angeles in 1970. Over the next thirty years,
15 other manufacturing plants were established
in Thailand, the Philippines, India, China, Brazil
and Hong Kong. As a result, Nissin Foods
is now a household name not only in Japan,
but also in Asia and around the world. The
confidence the brand gives to its customers can
be reflected in its market share. By 1989, the
‘Cup Noodle’ had already gained 70 percent
of the Cup Noodle market in United States.
In Hong Kong, Nissin has over 50 percent market
share in the instant noodle market, selling over
130 million units of instant noodle products.
HISTORY
Nissin Foods is founded by Mr. Momofuku Ando
in 1948 in the aftermath of the Second World
War. Ando was inspired to develop instant food
product when he saw a long line of people
waiting to buy a steaming soup noodle at a
black-market stall in a war-ravaged city. It had
always been his philosophy that ‘Peace prevails
when food suffices’.
As the lifestyle pace picked up dramatically
in the post war society, Ando also foresaw the
change in dietary habit. This led to the birth of
Chicken Ramen, the first instant noodle product
in 1958. Ando invented the product, which soon
became a hit.
Sales of Chicken Ramen rocketed after
Japan’s number one general trading house,
Mitsubishi Corporation, was commissioned
in 1959 to help promote the product as the
country was taking off. Since then, product
innovation had been the central focus of Nissin
Foods. Nissin’s R&D team of experts has came
up with new products to grasp the imagination
of consumers, including the launch of the Cup
Noodle in 1971, a pre-cooked slab of noodles in
a waterproof styrofoam container.
Nissin remains the leader of the instant
noodle industry, selling 90 billion servings each
year. Ando had successfully developed from
scratch a product that had grown with the age
of mass consumption and added a new chapter
in the history of the world’s food culture, as well
as making a mark for the Asian food culture
around the globe.
PRODUCT
Nissin regularly conducts marketing research
in order to introduce new products to meet
the changing needs of Hong Kong people.
Consumers now demand efficiency and
convenience in instant food, but giving up quality
and taste is not an option. This is why Nissin
offers a wide range of quality brands, such as
Demae Iccho ( 出 前 一 丁 ), Cup Noodles ( 合 味
道 ), Tai Sho ( 大 將 ), Gotochi ( 御 當 地 ) and Nissin
Harusame ( 日 清 春 雨 ) and other varieties.
In the cup instant noodles category, Nissin
has the most recognised brand. A wide range
of flavours in Cup Noodles offers choices to
consumers depending on the region they live
52 | SUPERBRANDS VOLUME VI

in and the current food trend. In Hong Kong,
there is the authentic Hong Kong flavour such
as XO Sauce Seafood. The essence of Demae
Iccho pack noodle, the unique Sesame Oil
Flavour, is extended to bowl and cup type
format. Throughout the years, product portfolio
continues to evolve to suit the needs of different
consumers.
Instant noodles pack remains an important
category for Hong Kong consumers. Nissin is
prominent in this category with household brands
such as ‘Demae Iccho’. Apart from having 16
flavours in regular pack noodle segment, Demae
Iccho product also extends to non-fried segment
such as vermicelli, misin and macaroni.
In 2009, a new series of microwave pasta
is launched. The ambient products have
comparable al dente quality as regular pasta
and can be served in five minutes.
The drive for excellence and innovation
is therefore evident in the number of new
products that have been offered to the
markets around the world. It is a form
of art which can be showcased to
the public when Ando opened
a museum of instant ramen
in Osaka in 1999.
RECENT
DEVELOPMENTS
Nissin Foods never stops its
work on research and development.
A Central Research Laboratory was
set up in Japan in 1988 to develop new
products according to the latest consumer
needs. Many resources have also been
invested on biotechnology to improve
the nutritional value of its products. Nissin
is also one of the pioneers who invented a
new technique in manufacturing non-fried
noodles. The new non-fried noodles have been
introduced to some of its brands to suit the
needs of the increasing health conscious group
of customers.
PROMOTION
Nissin places strong emphasis on
marketing campaigns, and its
promotion activities have always
been a focal point in the
instant food industry as
well as in the eyes of the
general public.
In 2009,
Nissin will use a famous celebrity to promote the
evolution of a legendary product. The famous
‘Ching Chai’ icon for ‘Demae Iccho’ appeared
in real mascot form in television commercial
to celebrate the brand’s 40th anniversary in
Hong Kong.
Nissin has also been very strong in
localising the marketing campaign and
promotion activities. For example, in Hong
Kong, Nissin launched a successful gift
redemption and lucky draw campaign
with ‘Demae Iccho’ for consecutive years.
A ‘Nissin Fans’ programme through the
company website maintains close customer
relationship via e-newsletters updates of
the company’s products and promotions.
Efforts have been made in advertising
within the supermarket, including in-store
demonstration. Outdoor media advertising
plays a vital role as well for Nissin, as its
creative MTR station campaigns
in recent years are still
familiar with the Hong Kong
residents.
As a result, Nissin has
won numerous awards
in Hong Kong including
Yahoo! Emotive Brand
Awards (Food Category)
since 2001, HK Supermarket Top Ten
Favourite Brand since 2002. Demae
Iccho 40th anniversary campaign
has recently received Best of the Best
Branding Silver Award by JC Decaux.
BRAND VALUES
Nissin is committed to satisfy customers
by producing quality products under its
stringent quality control and safety standards,
in additional to its product innovation and keen
sense for the market. Today, Nissin is not only
an instant noodles manufacturer, but a truly
instant food expert for consumers around the
world. Nissin Foods will continue to innovate
and work hard to perfect its way of making
delicious and wholesome foods that bring great
tastes to the world.
www.nissinfoods.com.hk
THINGS YOU DIDN’T KNOW ABOUT
NISSIN
• Nissin is the first company in the world to
make instant noodles.
• Nissin is the oldest and largest
manufacturer of instant noodle in Japan.
• Nissin is one of the pioneers who invented
a new technique in manufacturing nonfried
noodles.
HONG KONG’S STRONGEST BRANDS |
53

MARKET
Optical 88 is a retailer of a wide range of optical
and eye care products including prescription
lenses, contact lenses and solutions, frames
for spectacles and sunglasses. Its objective is
to provide customers with products that are
stylish, reliable and of high quality.
Its wide portfolio of spectacle frames and
sunglasses are sold at a broad spectrum of price
points, and they include well-known fashion and
luxury brands such as Christian Dior and Gucci
to ‘house’ products including brands such as
Titus, Cyma and Delvina.
The Company also provides a comprehensive
range of optical services, including sight-testing
eye examinations, and after-sales servicing of
spectacles (in store or by mail) for local and
overseas customers.
Great service is something that Optical
88 believes in, which is why periodic training
is often conducted with their service staff.
Sight-testing and eye examination equipment
are installed at all stores and only registered
qualified optometrists are permitted to conduct
eye testing examinations.
In terms of target market, the brand offers
products to the mass market. Currently, Optical
88’s stores cover many middle-class residential
areas, major shopping centres and commercial
areas which are subject to high pedestrian
traffic.
Between April 2007 and March 2008, Optical
88’s annual turnover was over HKD 750 million.
As eyewear has grown beyond its functional
role and increasingly become a fashion item,
customers are more brand-conscious and seek
stylish products. The contact lens market is
also expected to grow further, especially with
disposable lenses which are more convenient
and hygienic.
ACHIEVEMENTS
In 1994, Optical 88 garnered the ‘Media
Asian Advertising Award’. The following year,
its ‘See the Truth’ commercials received the
‘Most Popular TV Commercial Award’ from
Asia Television Limited and the Hong Kong
Advertisers Association. It was also awarded the
‘Top Service Awards 2007’ by Next Magazine for
its professional and customer-oriented services.
Optical 88 has also contributed to ORBIS,
a non-profit organisation devoted to blindness
prevention and treatment in developing
countries. In November 2006, Optical 88
launched a donation scheme to give ORBIS half
of the fees it received from providing customer
eye-checks by putting donation boxes in its
outlets to encourage public donations. ORBIS
presented Optical 88 a Platinum Award for cash
donations made in 2006 and a Diamond Award
for cash and gifts-in-kind made in 2007.
In 2006, Optical 88 commissioned ACNielsen
to conduct a research project, with the objective
of measuring the Company’s reputation amongst
consumers in Hong Kong. The result: It was
the favourite eyewear chain for 41 percent of
the interviewees (the nearest competitor had
only 25 percent). Among the reasons given by
interviewees for preferring Optical 88 were its
good service attitude, extensive product variety,
reasonable pricing and large number of branches.
To pursue even greater service excellence,
the Company has established the Optical
88 Eyecare Centre managed by registered
optometrists from Hong Kong Polytechnic
University. With advanced technologies, the
centre aims at providing customers with the
most comprehensive eye inspection and eyecare
services. Here, its sophisticated equipment
offers eye examinations and professional
advice tailored to the needs of each customer.
No medication is used during the process, so
customers are guaranteed the safest service
without the risk of any adverse effects caused
by allergies.
54 | SUPERBRANDS VOLUME VI

HISTORY
Optical 88 Limited’s predecessor, Yat
Cheong Optical Company Limited which was
incorporated in Hong Kong in 1983, opened
the first OPTICAL 88 store in Hong Kong in late
1984. Optical 88 Limited was incorporated three
years later.
Today, it is a wholly owned subsidiary of
Stelux, a public listed company. Established
in 1963, the Stelux Group is a market leader
in the Asian watch and optical industries, with
an annual sales turnover of more than HKD
2.2 billion and approximately 3,068 employees
in Asia Pacific. The Stelux Group acquired a
majority shareholding in Optical 88 Ltd. in 1988.
The critical challenge in the first two years
of operating Optical 88 was to establish it as
a strong brand and household name in Hong
Kong. Optical 88 invested heavily in television
and radio advertising. From 1989 to 1995,
Optical 88 produced and aired ten television
commercials.
Presently, Optical 88 owns and operates one
of the leading retail optical store chains in Hong
Kong and the Asia Pacific region, offering a wide
range of high quality optical products, services
and accessories. Optical 88’s network extends
to Macau, mainland China, Thailand, Singapore,
Malaysia and Canada, and comprises more than
190 stores and 970 employees as of 30 June
2008.
PRODUCT
Optical 88 has a product development team
tasked with new product designs that are
suitable for the Asian market. For instance,
Europeans usually have higher nose bridges
than Asians; hence the frames of well-known
international brand eyewear do not always fit
well on Asian faces.
RECENT DEVELOPMENTS
Recently, Optical 88 imported exclusive brands
from overseas, including Japan, Korea and
Europe. New brands include Black Gallery and
Kio Yamato from Japan as well as OWP from
Germany. The Company is also co-operating
with famous local designer Eric So to launch
a new series of eyewear products. Meanwhile,
the Company’s business expansion strategy
remains focused on widening Optical 88’s retail
network in the existing regions and exploring
new market.
PROMOTION
From 1988 until 1995, Optical 88 focused
its marketing investment on saturating the
Hong Kong market with high impact television
commercials. In 1989, it produced three
television commercials featuring high profile
celebrities. One of the commercials starred
Stephen Chow, one of Hong Kong’s most wellknown
comedy actors. Another starred Shek
Kin, a famous veteran actor in Hong Kong, best
known for playing villain roles in television shows
and films.
Subsequently, Optical 88 began to invest in
print advertising and other promotional activities.
As Optical 88’s business matured, and its
network of retail stores developed, its marketing
and promotional activities have increasingly
been focused on the customers’ in-store
experience. As a result, it invests in prominent
and high quality signage, point-of-sale materials
and accessories, customer promotions and a
VIP membership programme.
BRAND VALUES
A leader in the optical industry, Optical 88 is
dedicated to helping customers obtain a ‘clear’
vision by providing professional and friendly
service, appropriate eye-care advice, as well
as good quality products at reasonable prices.
Optical 88 believes that proper follow-up care by
its eyecare professionals is essential to ensure
good eye health throughout a person’s life.
Optical 88’s logo is represented by a stylised
spectacle frame (two rings linked by an arc)
and a pair of stylised lenses (two discs). An
arrangement of these four circular elements
resembles the ‘88’ component of the Company’s
name.
To ensure the consistency of its products,
Optical 88 has a Quality Control department
at its Hong Kong head office and in People’s
Republic of China (PRC). The Company applies
the Acceptable Quality Level (AQL) procedure to
ensure quality products.
www.optical88.com
THINGS YOU DIDN’T KNOW ABOUT
OPTICAL 88
• The name ‘Optical 88’ was derived
because the number ‘8’ is representative
of luck and good fortune in Chinese
culture.
• The number ‘8’ also appears visually
similar to a pair of spectacles when
turned sideways.
HONG KONG’S STRONGEST BRANDS |
55

MARKET
Pizza Hut is the most established pizza restaurant
in Hong Kong and Macau, with a commitment to
providing excellent food and services. Hong Kong
and Macau Pizza Hut provides dine-in, take out,
and delivery services. At present, there are over
80 stores in Hong Kong and Macau.
Pizza Hut has been serving Hong Kong for
almost 30 years. The first Pizza Hut restaurant
opened in Hong Kong in 1981, and the first
delivery service began in 1992. In 1987, Jardine
Matheson & Co. Ltd. took over the Hong Kong
Pizza Hut franchise, and has been operating
the famous chain to this present day, upholding
“Customer Mania” as its core corporate culture.
To date, Pizza Hut is the largest pizza and pasta
chain restaurant in Hong Kong, with over 4,000
employees dedicated to over 80 stores in Hong
Kong and Macau.
The vision of Pizza Hut is to be the leading
casual dining restaurant in Hong Kong and
Macau by bringing customers enjoyable yet
affordable European cuisine by capitalising on
its brand equity. The brand strives to be the
number one pizza delivery provider by offering
world-class pizza delicacies that are always
delivered hot and on time.
ACHIEVEMENTS
The success of Pizza Hut in Hong Kong is
evident from the number of industry awards it
has garnered over the years.
It received both the EFFIE Gold and the
Yahoo! Emotive Brand Awards in 2008 and
2009. Organised by HK4As, the EFFIE award
recognises brands for effective marketing
promotions while the Yahoo! Award is conferred
to brands that have been selected by online
users as their favourite brands.
HISTORY
The legacy of Pizza Hut began in 1958, when
two college students from Wichita, Kansas,
were approached by a family friend with the idea
of opening a pizza parlour. Although the concept
was relatively new to many Americans at that
time, the two brothers quickly saw the potential
of this new enterprise.
After borrowing $600 from their mother, they
purchased some second-hand equipment and
rented a small building on a busy intersection
in their hometown. The result of their
entrepreneurial efforts was the first Pizza Hut
restaurant and the foundation for what would
become the largest and most successful pizza
restaurant chain in the world.
In 1977, Pizza Hut was acquired by PepsiCo
Inc. In October of 1997, PepsiCo spun-off Pizza
Hut and its two other brands thereby forming
Tricon Global Restaurants Inc. In May of 2002,
Tricon Global Restaurants Inc. changed its name
to Yum! Brands, Inc. to reflect its expanding
portfolio of brands. Today, Pizza Hut is the
recognised leader in the market with restaurants
in more than 90 countries and territories around
the world.
PRODUCT
Pizza Hut is always evolving and aims to bring
the best European flavours to wherever it
operates in. Over 150 dishes, appetizers, chef
recommendations, different crusts, toppings
and pasta selections are available to customers
from its extensive á la carte or set menus. Pizza
Hut strives to make every bite an enjoyable
experience. In addition to being the city’s largest
professional take-out order operator, Pizza Hut
guarantees a hot and fresh European dining
experience in every delivery.
At Pizza Hut, the pizza dough is made fresh
every day. The Dough Master at each Pizza Hut
store oversees the pizza dough rolling process
and ensures the pizza base is prepared fresh
and baked to perfection, resulting in pizzas that
surpass homemade ones.
When choosing wholesome ingredients for
the pizza dough, Pizza Hut only selects the best
quality wheat to maintain the highest quality
standards and superb taste. The Pizza dough
is mixed by a dough mixer for consistency and
to ensure the best texture. Following this, the
Dough Master at each store expertly rolls the
dough into its famous pizza base.
56 | SUPERBRANDS VOLUME VI

Only the freshest imported vegetables
and ingredients are selected for our pizzas to
guarantee the best quality.
Thin’N Crispy ® Pizza – Crispy, crunchy,
cracking goodness that explodes in your mouth
with a wide range of delicious toppings.
Stuffed Crust Pizza – Soft Melted Mozzarella
Cheese stuffed into a hand-rolled crust for a big
burst of flavour.
Pan ® Pizza – Crispy on the outside and all
soft and fluffy inside, baked to golden perfection
in our signature Pan!
Golden Crust Pizza – Double experience
of crispy and soft that delivers the ultimate
savoury sensation!
RECENT DEVELOPMENTS
Pizza Hut has set up a new entity called PHD,
an edgy brand created to take pizza delivery to
the next level. The first of the four stores in Hong
Kong store opened in April 2008, and to date,
PHD operates in 11 countries and is still growing
rapidly.
PHD represents the following values; young,
resolutely modern and edgy, focused on delivery
and take-away business, delivering hot, fresh
pizza and offering value products.
PROMOTION
In addition to its regular promotions featuring
its latest product and service offerings, Pizza
Hut raises its brand profile in the community
by actively contributing to the society, which is
also part of Pizza Hut’s corporate mission. Pizza
Hut organises community service initiatives that
bring family and friends together to engage in
worthy causes. For the most joyful gatherings,
customers can indulge in sharing Pizza Hut’s
special delicacies anytime, which ties in with
Pizza Hut’s philosophy of fostering familial
closeness – a value it associates with a blissful
dining experience at its restaurants.
Kids Fun Tour – The Kids Fun Tour programme
offers a different type of learning that cannot be
found at schools. In the programme, children are
given the opportunity to learn how to make their
own pizzas in a professional kitchen under the
guidance of experienced chefs. They are taught
table etiquette and get to enjoy European cuisine
in a fun and relaxing environment.
BRAND VALUES
Customers can enjoy Pizza Hut’s casual dining
experience anytime, anywhere with their friends
and family for a joyful occasion.
The Joy of Sharing – Pizza Hut provides a
wonderful casual dining for customers and their
loved ones! Through the sharing of a perfect and
unforgettable experience of the special delicacies
that Pizza Hut is dedicated in offering, Pizza Hut
brings joy and happiness that helps build strong
bonds between customers and their loved ones.
The Joy of Freedom – Enjoy a touch
of tranquility at the new Pizza Hut stores.
A palette of black, brown and orange hues
interweaves with the minimalist decor to create
an environment of laid-back casual ambience.
For more privacy, the sofa zone is specially
designed to let customers enjoy fun times with
their friends in a more intimate setting.
The Joy of Togetherness – The laidback
casual environment, excellent service
and European delicacies all make up the most
sensational and valuable gathering experience
for customers and their loved ones.
www.pizzahut.com.hk
THINGS YOU DIDN’T KNOW ABOUT
PIZZA HUT
• Setting up their first restaurant, the
two founding brothers realised that
the building could only accommodate
a signage with space for just nine
characters. They wanted to use the
word “pizza” in the name, which
would leave only enough space for
a second word with three letters. A
family member suggested the building
looked like a hut - and the famous
name Pizza Hut was born.
HONG KONG’S STRONGEST BRANDS |
57

MARKET
Plantronics products are designed to meet
the communication requirements of market
segments ranging from home to business
users, across a variety of applications such
as computers as well as mobile and specialty
devices.
Office and Contact Centre – The office
market comprises Plantronic’s largest revenue
stream. Products catering to this segment
include a broad range of communications
headsets, audio processors and telephone
systems.
The contact centres segment, the second
largest revenue contributor and the most mature
market, is expected to continue to grow as
companies adopt VoIP technology to improve
productivity and reduce costs.
Mobile – The largest market by unit
volume, this segment presents significant
growth opportunities with the transition
from corded to Bluetooth products for
mobile applications and the introduction of
hands-free legislation for cell phones.
Entertainment and Computer Audio
– The convergence of telephony and
entertainment continues to drive the demand
for PC-compatible headsets. Going forward,
Plantronics headsets will be Personal Computer
(PC), cell phone and MP3-compatible to allow
users to switch seamlessly between interactive
on-line gaming, phone calls and music.
Home and Home Office – Telephone usage
in these environments often requires mobility,
the performance of multiple tasks, and work-athome
lifestyles; which is where mobile headsets
come in handy.
ACHIEVEMENTS
Plantronics Mexico (PLAMEX), the
company’s manufacturing facility, has
received ISO 9001, ISO 14001, CTPAT,
FAST, PAPS, DOT and CHP accreditations.
It has also received numerous awards and
commendations for excellence in environmental
conservation, community work, customer
satisfaction and work safety. They include
the Mexico Quality, Mexico Export, Mexico
Technology and Mexico Labour awards; the
Federal Ministry of Labour’s Safe Industry
Certificate; PROFEPA’s Clean Industry
Certificate; the PROFEPA/CNIME Environmental
Award (EPA/National Maquiladora Council); the
2005 Asia-Pacific International Quality Award;
the 2005 Iberoamerican Quality Award; the 2005
Century International Quality Era Award; and the
2008 Latin American Quality award.
In Hong Kong, Plantronics has received
many awards including Super Brands for HIM
2006 and 2007 and Capital’s Best of the Best
Award 2007 and 2008. In 2007, Plantronics
was named the number one best-selling brand
in Hong Kong by GfK Marketing Services for
Bluetooth headsets of HKD 600 and above.
HISTORY
Plantronics was founded in 1961 to design,
develop and manufacture specialised aircraft
electronics, but an accident in the fledgling NASA
space program in 1962 created the opportunity
that would take the company’s earliest headset
design higher than anyone imagined.
During the second manned Mercury mission,
astronaut “Gus” Grissom had to scramble
out of his capsule when the hatch detonated
prematurely, sinking the capsule in water and
destroying Grissom’s communications system.
Realising the need for a lightweight astronautworn
emergency communications system,
NASA commissioned the development of a new
58 | SUPERBRANDS VOLUME VI

system, which included the MS50 headset – the
first headset developed by Plantronics.
The headset caught the eye of astronaut
Walter Schirra, who contacted Plantronics and
asked if the MS50 headset could be adapted
to fit inside his helmet, instead of being just the
back-up. So on 3 October 1962, Schirra wore
the first Plantronics headset in outer space as
he travelled six orbits around the Earth.
Back at Plantronics, a new division was
created to manufacture headsets specifically
for the space program – SPENCOM: SPace
ENvironmental COMmunications. Shortly
thereafter, Plantronics became one of the few
independent manufacturers identified by name
as a NASA supplier. In the 48 years since,
the company has harnessed its technological
expertise to expand its product lines to include
communication products for business and
consumer use.
PRODUCT
Plantronics headset products enhance
communications by providing the following
benefits:
Better Sound Quality – providing clearer
conversations on both ends of a call through
noise-cancelling microphones, digital signal
processing and other technologies
Wireless Freedom – allowing people to
make calls without being restricted by cords.
Multi-Tasking – freeing the user’s hands to
allow multi-tasking
Hands-Free – allowing a motor vehicle
operator to talk on a cell phone hands-free for
greater road safety
Voice Command Functionality – it makes
the human-electronic interface more natural and
convenient
Ergonomic Relief – ergonomic relief
from repetitive stress injuries and discomfort
associated with placing a telephone handset
between the shoulder and neck
Unified Communications (UC) – it enables
Unified Communications (UC) integration and
PC and VoIP applications, including speech
recognition, internet telephony and gaming.
Convenience – it is convenient to connect
between various applications and voice networks.
Greater privacy – it provides greater privacy
than speakerphones
RECENT DEVELOPMENTS
In May 2009, Plantronics launched the Voyager
PRO Bluetooth headset, the successor to the
hugely popular Plantronics Voyager 510. Like
its predecessor, the Plantronics Voyager PRO
is designed for mobile professionals who need
all-day wearing comfort and excellent audio
wherever they are working.
Plantronics’ flagship model – Discovery
975 was launched in Hong Kong in September
2009. It features a striking, minimalist design
with the simplicity of one-touch controls, and
dual-microphone AudioIQ² and WindSmart
technologies to keep conversations clear, even
in harsh conditions.
With the increasing adoption of UC, the use
of headsets in the office looks set to increase
in tandem. UC refers to an array of applications
and hardware that integrate voice, video and
data. Provided by many different vendors, these
technologies allow employees to become more
efficient and productive through collaboration.
As enterprises roll out UC applications, they
require an interface with a business grade
voice-video application, an area Plantronics
specialises in. The company sees
great opportunity in providing
high-quality headsets, speakers,
USB handsets and
other devices that enable
the PC, notebook, smartphone
or any other UC
host device to function as a
communications tool.
PROMOTION
In addition to placing regular print
advertisements, Plantronics also
places advertising on public
buses. It erected a
first of its kind outdoor sign advertisement near
the Cross-Harbour Tunnel, one of the most
congested roads in the world. In October 2009,
Plantronics launched an advertising campaign
that featured the Discovery 975 Bluetooth
Headset on Cathay Pacific’s in-flight magazine,
‘Discover the Shop’.
Globally, Plantronics constantly seeks out
product placements opportunities in films;
in particular those that feature the use of
sophisticated gadgets or technology. In Hong
Kong, this marketing approach is tied in with the
giving away of free tickets to the movie with the
purchase of Plantronics products.
BRAND VALUES
Whether for mission or business-critical
purpose, Plantronics is dedicated to audio
excellence and has a rich heritage of providing
the highest quality products, customer service
and support for its customers.
www.plantronics.com
THINGS YOU DIDN’T KNOW ABOUT
PLANTRONICS
• The famous words uttered by Neil
Armstrong, “That’s one small step for
man, one giant leap for mankind”,
which was broadcast to Earth as he
first stepped onto the moon, was made
through a Plantronics headset.
• Plantronics Bluetooth and office headsets
have been featured in many Hollywood
blockbuster movies including recent
releases such as GI Joe, Star Trek, 17
Again and Iron Man.
• Plantronics is the best-selling Bluetooth
headset brand in the popular Hong
Kong chain store Fortress for the
year 2009.
• Plantronics Bluetooth headsets can be
spotted being worn by many celebrities
including movie stars, supermodels and
famous jockeys.
HONG KONG’S STRONGEST BRANDS |
59

MARKET
Safewell Safes Co., Ltd (Safewell) is a young
and vibrant company specialising in the
research and development, manufacturing and
sale of anti-burglary and fireproof safes, as well
as bank vault and safe doors. The company has
been producing its own brand of high quality,
assorted safes to cater for the Hong Kong
market since 2000. The safety deposit boxes
in banks used to be the traditional places of
storage of personal effects which are of value.
However, costs of these facilities have risen over
the years and people are finding it more cost
conducive to store their items of value at home.
The ease of retrieval is another reason for
storing their precious items at home. Focusing
on this opportunity, Safewell collaborated with
chain stores and supermarkets, and it also
established over 40 outlets in HK to promote
its products and services. Currently, 70% of
Safewell’s customers belong to the residential
consumer category.
Safewell is now the largest domestic
safe distributor in Hong Kong, becoming
the only one-stop centre of its kind to
provide solutions for the storage
of cash, valuables, data
and documents. The
company has also
established
global
prominence by exporting its products in high
volume to more than 50 cities worldwide.
To increase its market share in the industry,
Safewell provides a variety of specialised
products such as fireproof safes, home safes,
hotel safes, anti-burglary safes, and more, to
meet the varying needs of its clientele base.
ACHIEVEMENTS
Safewell only relies on the most experienced
certification bodies to ensure that the testing
and certification process is carried out correctly
Safewell safes are certified by trusted and credible
organisations such as UL, JIS, SP and KS.
Safewell is the only manufacturer equipped with
a furnace for testing fire resistance. The firm also
has self-inspection before delivery in Hong Kong.
Some of the awards that Safewell has
garnered over the years include the Emerging
Brand Award in 2006, the Hong Kong Top Brand
since 2007 and the Hong Kong Safety Mark
License in 2010. All of Safewell’s products which
are manufactured by its factories in Mainland
China carry ISO 9001 certifications.
HISTORY
Safewell was established in 2000 to meet the
increasing demand for home safes and such by
homeowners.
Traditionally, home safes were thought to be
for safekeeping valuable personal effects like
jewelleries. However, the main marketing thrusts
now portray a domestic safe as the place to store
important certificates, agreements, precious
photo albums and other memorabilia which may
have intrinsic values. The best place for these
important assets would be a safe storage space
situated at home.
Safewell collaborated with chain stores and
department stores to promote its products to the
public in the past. Today, as one of the biggest
safes supplier, Safewell has outlets positioned
in major locations around Hong Kong and
Macau, selling specialised products including
dormitory safes, hotel safes and fire safes. With
this business strategy, Safewell managed to
capture a large portion of the market share in
the industry.
PRODUCT
Safewell provides integrated solutions for cash
and valuable storage, data and document
protection and its product portfolio comprises
a full range of certified safes, vaults and doors.
Safewell places great emphasis on research and
development in the manufacturing of its antiburglary
and fireproof safes.
60 | SUPERBRANDS VOLUME VI

Safewell products and solutions are widely
used by customers in Hong Kong. As one of
the largest exporters of safes in Hong Kong,
Safewell has an impressive range of customers,
from humble house owners to the largest
financial institutions from around the world.
Safewell focuses on product innovation
with reliance on state-of-the-art technologies
in safe building. Safewell products come in dial
and digital modes, and also in various shapes,
sizes and designs. The products are not only
easy to operate but all are equipped with the
latest state-of-the-art technology. Stringent
quality control at various stages of production
ensures consistency in the quality of Safewell
products. Meticulous attention is equally paid
to the craftsmanship and designs to ensure that
beauty is equally matched with durability.
‘Fingerprint Safe’ and ‘Intelligent Card
Reading Safe’ are the latest astounding
achievements from Safewell, with their patents
still pending from the ‘State Intellectual Property
Office of the People’s Republic of China’.
RECENT DEVELOPMENTS
Although a safe is developed to house and
protect valuables, Safewell’s business strategy is
still to engineer a safe with contemporary design
to suit the lifestyles of
its clients. Safewell
just launched a new
series of trendy and
elegantly designed
safes that will articulate beautifully like a piece of
décor finding its place in a modern household.
The strategy is to make it an indispensable
household item like a fridge or an air-conditioner
in time to come.
Safewell is setting its focus on the Mainland
China market. In order to effectively penetrate
into the region, Safewell must first participate
in different product exhibitions, using them as
podiums to reach the Chinese public. These
trade exhibitions include the provincial trade
exhibitions, like the ones often held in Canton,
Harbin, Xiamen and Nanjing.
PROMOTION
Safewell realises the effectiveness of marketing
campaigns and promotional activities as
podiums to promote its products and services
directly to people. Safewell continues to
participate in fairs and campaigns in Hong Kong
and Mainland China.
Furthermore, Safewell organises mobile
promotional activities at shopping malls, residential
property fairs and new property launches.
Safewell has also coordinated joint promotional
activities, in collaboration with HSBC, TVB entertainment
and HK Broadband. In identifying and
exploring innovative avenues to showcase its
range of safes, Safewell ventured into the movie
making industry by sponsoring all the safes used
in the filming of a
Hong Kong movie
‘Rob-b-hood’.
BRAND VALUES
In Hong Kong, Safewell is now a household
name. With approximately 79,200 sqm of
factory floor space in China, Safewell employs
a staff force of over a thousand in China and
these are the people responsible for churning
out 1,000,000 units of safes annually.
The philosophy behind Safewell’s business is
developing safes for everyday use, for purposes
other than safeguarding purely jewelleries and
other high valued personal effects. Safewell
believes that there are some prized memorabilia
which may be of more value in terms of
quantum of solace they provide. Safewell has
been developing a series of trendy and user
friendly safes with state-of-the-art capabilities
at competitive pricing, making the products
attractive and accessible to everyone in the family.
Safewell is a leader in the industry in Hong
Kong because it is determinedly improving its
understanding of the customer and delivering to
them quality products and services customers
truly deserve. Safewell remains committed to its
customers round the clock through its 24-hour
Customer Service Hotline.
Over the past decade, Safewell has become
one of the largest domestic and commercial
safe manufacturing companies with retailing
operations in Hong Kong. Safewell is the
only firm in the industry to provide a onestop
specialty shop for safes in this Special
Administrative Region.
The ‘$’ in the company logo, indicates the
presence of valuables and the square encasing
the symbol reinforces the notion that valuables
within are in safe hands.
www.safewellsafe.com
THINGS YOU DIDN’T KNOW ABOUT
SAFEWELL
• The first safe was invented 1000 years
ago. It can be found at Chichester
Cathedral, UK. In 1825, a French company
manufactured the world’s first contemporary
safe. Safes feature different
kinds of locking mechanisms, namely
key lock, combination lock, digital lock,
and biometric lock.
HONG KONG’S STRONGEST BRANDS |
61

MARKET
Sea Horse is a leading manufacturer and retailer
of mattresses, pillows, bedding, sofas, leather
beds and pine wood furniture. Its target audience
is mid- to high-end consumers, who want to
enjoy a comfortable and healthy existence. A
recent analysis has shown that 30% of turnover
is generated from the mid-range customers, 50%
from mid-top segment, and the last 20% from the
top-end customers. Sea Horse mattresses and
pillows were awarded the best-selling products
in their category in Hong Kong, Singapore, and
Macau. In Hong Kong, the market share for Sea
Horse mattresses consistently exceeds 50%.
In today’s modern society, consumers
demand safe, healthy, and environmentally
friendly products. Sea Horse strives to match its
products to the requirements of their customers.
Sea Horse continues to adapt and develop
in line with market demands. Its turnover is
expected to double in the next ten years and,
outside of Hong Kong, Singapore and Macau,
Sea Horse expects to define itself as market
leader in mattress and pillow sales in Guangdong
province within five years.
ACHIEVEMENTS
In its core markets of Hong Kong, Singapore
and Macau, Sea Horse is a household name.
According to a survey in 2010, it has achieved
60.9% market share in Hong Kong, 30% in
Singapore, and 57.4% in Macau. Since 1989,
Sea Horse has been the leading mattress brand
in Hong Kong in terms of turnover. Its client base
has now expanded beyond retail to include five
star hotels, hospitals, nursing homes, universities
and other public institutions.
In 1989, Sea Horse achieved ISO 9001
status. This has ensured consistency and quality
of the Sea Horse brand, with regards to both
products and management.
Sea Horse has been honoured repeatedly.
These include the “Governor’s Award for Industry
of the Consumer Product Design Excellence
Award” in 1992 and 1993; the “HKMA/TVB
Awards for Marketing Excellence” in 1993; the
“Hong Kong Top Ten Brandnames Awards”
by the Chinese Manufacturers’ Association of
Hong Kong in 2002; the “Hong Kong Super
Brand” Award in 2004. Meanwhile, in 2008-2009,
continuing its success, Sea Horse passed the
ISO9001 International Standard Quality System
Certification, was voted for the “Hong Kong
Brand - Gold Award” by nationwide consumers;
the “Greater China Super Brands Award 2008” by
East Week; the “Brand Original from Hong Kong
2008” by Capital Entrepreneur; the “Hong Kong
Proud Corporate Brand – Award Judging Panel”
and the “Hong Kong Proud Corporate Brand – the
Most Potential for Business Award” by Ming Pao.
Sea Horse was also awarded the “2009 Hong
Kong Trust Brand – Gold Award” by Reader’s
Digest both in Hong Kong and Singapore.
Besides, Sea Horse was conferred “2009 and
2010 Hong Kong Premier Brand Award” by the
Hong Kong Brand Development Council.
In 2011, Sea Horse once again beat
its counterparts and won the Hong Kong
Superbrands.
HISTORY
Sea Horse, which is a part of the Seven Sea
Chemical Group, was founded in 1987. From
one shop and a handful of employees, it has
grown to 2 global production bases, 5 logistics
centres, over 100 retail outlets, and now
employs in excess of 1500 staff. Sea Horse has
evolved to become a truly worldwide enterprise,
with a customer base spanning Hong Kong,
Singapore, Mainland China, Macau, Australia,
Malaysia, Canada and the UK.
PRODUCT
Sea Horse’s products include mattresses, pillows,
bedding, sofas, leather beds and pine wood
furniture. Sea Horse’s substantial investment
in research and development has ensured that
its customers can enjoy top quality products
at competitive prices. For example, Sea Horse
invested several million dollars in an American
shuttle machine, which greatly enhanced the
production and the quilting quality of mattresses.
Furthermore, Sea Horse has purchased
superior technology machinery, including round
cutting machines, computer controlled copying
62 | SUPERBRANDS VOLUME VI

promoting brand-awareness to a wide audience.
In 2011, we are proud to have the famous
Chinese star Miss Lee Bing Bing to join us as
our new spokesperson as part of the efforts to
march into the China market.
machines and foam recycling machines. Its most
notable investment was the acquisition of the
max foam machine whose runoff is considered
to be the largest in Asia, and the batch foam
machine, with additional vacuum and pressure
functions – the only one of its kind in China. As a
result of these investments, Sea Horse products
have gained popularity across the board, but it
has been particularly successful with the Healthy
Mattress, launched in 1987. By 1989, it had
become the leading brand of mattress in Hong
Kong, overtaking the sales of spring mattresses
which had previously monopolised the market.
After the success of the Healthy Mattress, Sea
Horse went on to manufacture the Diamond
Mattress, Memory Neck Pillow and Duplex
Mattress.
RECENT DEVELOPMENTS
To maintain its position as market leader, Sea
Horse has diversified its product offering in order
to meet the changing needs of its consumer
base. Most notably:
Product innovation – In 2008, Sea Horse
launched its first high resilience mattress and
pillow range. It followed this in 2009, duplex
mattress provides even more choices to the
customer.
Expansion – Within just six months, Sea
Horse opened more than 10 retail outlets in
Guangdong province and is preparing to open
another 10 outlets in Singapore, Hong Kong,
Malaysia and China in the near future.
Capacity – In order to meet the increasing
demands of its existing customers and potential
new customers, Sea Horse is currently preparing
to establish its third global production base.
PROMOTION
In order to safeguard the brand identity of Sea
Horse, the ‘Sea Horse’ trademark was registered
in more than 10 countries. Furthermore, a special
division was established to monitor copyright
infringement and product counterfeiting matters.
To raise the public profile of the brand, Sea Horse
has worked since 1989 with well known Hong
Kong TV artist, Lisa Wang, to endorse its products.
Ms. Wang is a household name, and promotes
Sea Horse through TV, magazines, newspapers,
outdoor advertising (bus, MTR etc.), online
portals and other marketing channels. In addition,
Sea Horse takes part in many large exhibitions to
promote its products, and is constantly reviewing
its store layouts to provide the customer with the
optimal shopping experience.
Sea Horse also runs promotional events
in-store to launch new product lines. These
events generate coverage within newspapers,
magazines and across TV networks, further
BRAND VALUES
Sea Horse’s trademark uses a SEA HORSE as its
logo, in order to signify that Sea Horse products
are both rare and health giving. Sea Horse
strives to manufacture high quality mattresses
and pillows at affordable prices, while continuing
to develop high-density foams that offer various
levels of firmness to meet the ever changing
needs of its discerning customers.
To ensure the maintenance of brand quality,
Sea Horse has, since 1988, implemented ISO
9001 and carried out quality control across its
entire range of production facilities. For many
years, Sea Horse has worked with reputable test
laboratories in Hong Kong, Singapore and the
UK in order to assure the safety and quality of its
products. Sea Horse FR mattresses conform to
the fire safety specifications of British Standards
BS7177 (medium hazard) and BS7176 (high
hazard) regulations.
www.seahorse.hk
THINGS YOU DIDN’T KNOW ABOUT
SEA HORSE
• Sea Horse acquired and improved the
Max foam machine, whose runoff is
approximately 600kg/min and considered
to be the largest in Asia.
• Sea Horse manufactures foam through
pressure using a batch foam machine.
To date, Sea Horse is the only company
utilising such technology.
• Sea Horse imports non-CFC and non-
BHT raw materials from Shell and Dow
for its foam production.
• Sea Horse imports American Simalfa
water-based adhesives to manufacture
safer and healthier mattresses.
• Sea Horse imports its pine wood from
Finland, and ensures that all plywood
conforms to the E0/E1 standard which
verifies that the formaldehyde content is
safe for consumers.
HONG KONG’S STRONGEST BRANDS |
63

MARKET
Sony has always had a cutting edge over brands
with its extensive range of high-performance,
easy-to-use products and services with a
distinctive Sony flair.
Sony has created numerous industry’s first
products. One of the innovations was Japan’s
first magnetic tape recorder G-TYPE recorder,
after which they created the world of pocket
transistor radios. From then, Sony was well on
its way to gaining new heights in several fields
such as televisions (TVs), camcorders, digital
cameras, audio systems, personal computers
and many more.
With its music, pictures, computer
entertainment and on-line businesses, Sony is
uniquely positioned to be the leading electronics
and entertainment company in the world.
ACHIEVEMENTS
Sony’s design excellence has been continually
recognised by the industry and around the
globe. In 2009, Sony received the prestigious
Red Dot Award: Product Design 2009 for 16
of its products. Sony also received 17 product
design awards including three Gold awards from
the independent design institution, International
Forum Design (iF) and more than 20 awards at
the January 2009 Consumer Electronics Show
(CES) in nearly every product category the
company has investments in.
HISTORY
Originally founded in 1946 by Masaru Ibuka
and Akio Morita, Sony Corporation is a
leading manufacturer of audio, video, game,
communications, key device and information
technology products for the consumer and
professional markets, headquartered in Tokyo,
Japan.
The name ‘Sony’ was chosen for the brand
as a mix of two words. One was the Latin word
Sonus which is the root of ‘sonic’ and ‘sound’
and the other was ‘sonny’, a familiar term used
in 1950s America to call a boy. Morita wanted
a word that does not exist in any language, so
’Sony’ is unique. It was 1958 that the company
formally adopted ‘Sony Corporation’ as its
corporate name.
PRODUCT
Sony offers a great range of products across
categories that marry innovation and good
design, such as the BRAVIA, VAIO, , Cybershot,
Handycam and Walkman.
BRAVIA (Best Resolution Audio Visual
Integrated Architecture) is Sony’s line of
high-definition LCD TV, projection TVs
and front projectors, along with a home
cinema range under the BRAVIA Theatre.
The top-of-the-range BRAVIA X4500 series
features 1920x1080 full High Definition (HD)
resolution and the best AV technologies –
providing the highest image quality for the
ultimate viewing experience.
For mobile computing needs, Sony recently
introduced the VAIO P, Z and W series. The
VAIO P is a sleek eight-inch full-feature Pocket
Style PC which is small enough to slip into a
pocket or handbag. The VAIO Z offers business
executives and professionals a stylish, yet
robust design, superbly high performance and
superior picture quality among other things. The
VAIO W series comes in a compact form that
is easy to carry around, bringing a whole new
mobile experience to the user. It features a high
resolution 166x768 10.1-inch wide display for
comfortable viewing on the go.
Sony’s DSLR camera range and an extensive
array of high performance lenses deliver an
outstanding combination of digital imaging
technologies, taking consumers’ photography
experience to the next level.
The newly launched Cyber-shot DSC-TX1
and DSC-WX1 integrate new and enhanced
features including ‘Exmor R’ CMOS sensor,
Hand-held Twilight function and Sweep
Panorama mode that enable users to take
crisper and clearer pictures. They are also two of
the world’s slimmest compact digital cameras,
measuring only 14.1 millimetres and 19.8
millimetres thick respectively.
The latest addition to Sony’s wide range of
Full HD camcorders is the Handycam HDR-TG5.
This sleek, pure titanium Full HD Handycam
features new 16 gigabyte (GB) Internal Memory
and Memory Stick PRO Duo data storage
options. Sony’s latest AVCHD Memory Stick
Handycam HDR- CX500 features Advanced
Optical SteadyShot (Active Mode) with threeway
shake-cancelling for highly-reduced camera
shake and smoother movie capture, plus a
32GB Internal Memory.
Sony Style HK is a flagship store where
a vast variety of the latest Sony products are
available. The 12,000 square feet store consists
of various conceptual zones such as: Personal
64 | SUPERBRANDS VOLUME VI

Audio, AV, PlayStation, VAIO and Digital Imaging
products. Users can experience firsthand
Sony’s latest products or enjoy after
sales service at the Customer
Service Centre. There are two
more Sony Style stores to cater
for customers’ needs in different
districts.
RECENT DEVELOPMENTS
Sony is committed to protecting
the global environment in hopes of
creating a world where everyone
can enjoy wholesome, high-quality
living through innovation and
highly eco-efficient business
practices.
Sony’s Green Management
2010 is a global policy
which sets indicators to
address diverse
environmental
issues including
global warming
and resource
conservation.
One such indicator
is their
plans to reduce
total emissions
of greenhouse
gases by 7 percent
or more in
2010 relative to
year 2000 levels.
Sony’s facilities
are designed to coexist
with the natural environment. Equipped with
the latest energy saving and green technologies,
Sony also engages in a wide variety of eco
activities wherever it’s based in by for example,
using solar power and wind-generated electricity
in various facilities and
recycling of water
used in manufacturing
processes.
Products are also
engineered to be
more energy efficient.
For example,
by creating
thinner, lighter
VAIO notebooks,
which require less
energy and thus
reduce consumption
and depletion of
materials. The latest
BRAVIA LCD
TV series are
integrated with
several eco-friendly
features like the Hot
Cathode Fluorescent
Lamp (HCFL) Backlight
Panel which uses up to 40
percent less energy while
maintaining the same level
of brightness when compared
to conventional
Cold Cathode Fluorescent
Lamp (CCFL) LCD TVs. These
are just some examples of how Sony
uses its advanced technology and innovation
to create more environmentally friendly products
to meet our customers’ needs and to ensure a
sustainable environment.
PROMOTION
Sony has looked beyond the non-traditional
media platforms in its advertising and promotion
activities the past year and has been taking part
in prominent consumer technology events and
trade shows to promote the brand.
BRAND VALUES
The philosophy behind the long line of
Sony design comprises four pillars – ‘Originality’,
‘Form follows function’, ‘Enhancing lifestyles’
and ‘Ease of operation’.
Originality – Products are intended for
people to use and human-focused design is the
foundation for creating something original.
Enhancing lifestyles – Sony’s Walkman ®
is a perfect example of what it takes to create
consumer lifestyle changes, by touching their
hearts and making music on the go possible.
Functionality – Sony conveys a professional,
high performance feel through the use of simple
colours, such as the wide range of bright colours
across all its products, which reflects consumer
demands in this age of Technology merged with
Style. The principle of ‘form follows function’ is
also fundamental to Sony.
Usability – Every aspect of Sony design
considers the needs of its users, stemming from
the shape of each button and dial, the position
of every switch, to the interface design.
Sony prides itself in always offering good
design in their product, packaging and
presentation – ‘Do what has never been done
before’ and ‘Always stay one step ahead’ have
underscored Sony’s corporate philosophy and
represented its design philosophy.
www.sony.com.hk
THINGS YOU DIDN’T KNOW ABOUT
SONY
• When Sony Design was established in
1961, its black and silver design language
elevated the Sony’s image. The idea was
to do away with excessive ornamentation
and accentuate a powerful, high performance,
professional feel through the use
of simple, cool colours and materials.
• Another eco feature is the intelligent
Presence Sensor function which is able to
temporarily turn off the TV picture which
instantly reduces power consumption by
50 percent when the TV senses no one
in the room after a preset period of time.
HONG KONG’S STRONGEST BRANDS |
65

MARKET
Tong Ren Tang is a vertically-integrated Traditional
Chinese Medicine (TCM) pharmaceutical group
that combines modern drug manufacturing,
pharmaceutical sales and medical services.
The group has two companies listed in
China and Hong Kong, eight Sino-foreign
stockholding companies, 63 GMP-accredited
manufacturing lines, nine Australian TGAcertified
manufacturing lines and more than
800 product types. The group has over 800
domestic pharmacies including franchise drug
retailers, branch pharmacies and shops, and 28
overseas TCM pharmacies in 14 countries and
regions.
In recent years, Tong Ren Tang has
consistently achieved an annual growth rate of
20 percent or more. As of 2008, the company’s
assets totalled over RMB 8 billion with a turnover
of over RMB 9 billion. It is currently the leading
exporter of manufactured pharmaceuticals in
the TCM industry.
ACHIEVEMENTS
Tong Ren Tang products have been exported
for over half a century, with sales in over 40
countries. The company first ventured overseas
in the 1980s and, in two decades, set up 31
companies and pharmacies in 15 countries such
as Hong Kong, Malaysia, Australia, Thailand,
Singapore, Indonesia, Canada, Macau etc.
The Group has been identified as a “Timehonoured
Chinese Brand” by the State Ministry
of Commerce, and in 2001 and 2002, was
placed first in the “Top 50 Listed Companies with
the Highest Development Potential in China” list
compiled by China Securities News and Asia
Consulting. The brand also won accolades
such as “2004 China’s Top Ten Most Influential
Brands”, “2005 CCTV My Favourite Chinese
Brand”, and “Renowned Chinese Export Brand
Enterprise”.
In 2006, the Ministry of Culture and the State
Department of China selected Tong Ren Tang
to be included in the esteemed “List of the First
Selection of Cultural Heritage”.
HISTORY
Time has made countless brands famous, but
there are few like Tong Ren Tang that have
endured for as long as 300 years.
It was in 1669 that Yue Xianyang, a Qing
Dynasty royal court physician, made the decision
to establish his first pharmacy. His son, Yue
Fengming, later on inherited his business and
in 1702, established the first Tong Ren Tang
pharmacy at Dashila, Qianmen. Fengming laid
down strict standards for dispensing prescriptions
and pharmaceutical production that are adhered
to by Tong Ren Tang to this day.
Not long after its establishment, Tong Ren
Tang became famous throughout the capital
for its effective remedies. In 1723, the reigning
Emperor himself decreed that all the medicine
of the royal court was to be provided by Tong
Ren Tang.
Tong Ren Tang continued to enjoy steady
growth up to the 21st century and in the 1980s,
the advantages of integrating production
and marketing, coupled with market factors,
favoured the diversification of its business. The
company established a number of subsidiaries
that included Tong Ren Tang Pharmaceutical
Plant, Tong Ren Tang Medicinal Wine Brewing
Plant and Pharmaceutical Research Institute of
Tong Ren Tang.
In 1992, China Beijing Tong Ren Tang Group,
a team specialising in the production, marketing,
supply, scientific research, and trade of TCM
was formed. Five years later, Beijing Tong Ren
Tang Co. Ltd. was listed on the Shanghai Stock
Exchange. Another member of the Group, Tong
Ren Tang Technologies Development Co. Ltd.
was listed in Hong Kong in October 2000. In
2001, the China Beijing Tong Ren Tang (Group)
Co. Ltd. was founded to better manage its vast
assets and production.
Today, Tong Ren Tang’s extensive networks
in China and abroad has not only benefited
customers but also helped spread the TCM
culture.
PRODUCT
TCM, which has a history of over a thousand
years, is rooted in the principle of treating
the root causes of ailments, as opposed to
alleviating only its manifest symptoms.
66 | SUPERBRANDS VOLUME VI

Tong Ren Tang’s medicines, made from
herbs and natural ingredients using both
traditional and modern scientific processes,
are grouped according to the ailments they
treat in the following categories; iInvigorating
of the body, relieving colds, cooling of the
body, cardiovascular and cerebrovascular
ailments, relieving rheumatism, removal of
phlegm and relieving cough, digestive system,
gynecopathies, five sense organs, soothing
nerves, Infant or children, gastrointestinal
ailments, skin and external ailments, aesthetic
healthcare, and other medicines.
Tong Ren Tang’s medicines under its
“Top Ten Trumps” and “Top Ten Famous
Medicines” product lines are renowned
for their efficacy in treating a host of
common ailments and improving
general well-being.
RECENT DEVELOPMENTS
In order to promote TCM culture
across the world, the Group
has invested significantly
in the three key areas
of healthcare products,
medicinal herbs and TCM
retailing.
The Group invested HKD
64 million in Beijing Tong
Ren Tang International Co.
Ltd. for the planning and
development of overseas
markets. Hong Kong, due
to the CEPA incentives,
has been chosen as the
base for multi-faceted
overseas network points
such as retail pharmacies,
research and development
centres, TCM
hospitals, distributorships and
training centres.
In order to coordinate the
development of the international
companies, the Group further
invested HKD 180 million to
internationalise its research and
development, manufacturing and
sales platforms.
PROMOTION
As an example of one
of the more interesting
ways in which Tong
Ren Tang constantly
seeks to promote
the brand to a wide
audience, it recently
collaborated with a
television station to
produce a series of
period dramas based
on the Le family
of Tong Ren Tang.
Episodes such as
“Da Zhai Men” and
“Da Qing Yao Wang”
were telecast on Hong
Kong cable television
channels, TVB Jade, and free-to-air channels.
A more subtle marketing approach that
Tong Ren Tang adopts is the education of
the public on the benefits of TCM. This is
especially important in societies where the
predominant form of healthcare is Western
medicine. Educating the public helps grow the
overall TCM market; being the largest and most
famous brand in the TCM market, Tong Ren
Tang would stand to be the chief beneficiary of
this growth.
In 2008, Tong Ren Tang and the Confucius
Institute of Nanyang Technological University
signed a cooperation agreement to
promote the study of TCM and
develop TCM culture in Singapore.
BRAND VALUES
Tong Ren Tang aspires to spread
TCM culture across the world to
improve the quality of people’s
lives. This aspiration it must
be said, which has guided
the brand for more than
300 years, stems from an
altruistic purpose rather
than a commercial one.
To Tong Ren Tang,
serving the community
is in itself the highest
reward.
The corporate mentality
and training that
epitomises the virtues
of traditional Chinese
culture, based on
benevolence and
compassion, has
greatly influenced
generations of Tong
Ren Tang managers. The
company’s principle of treating
the society, employees, partners
and investors with kindness has
won widespread praise.
Tong Ren Tang places
great emphasis on preparing its
medicines with the greatest care.
The company spares no expense
or effort in formulating and
producing its medicines as it believes there
should never be any compromise on the quality
of medicines.
www.tongrentang.com
THINGS YOU DIDN’T KNOW ABOUT
TONG REN TANG
• Tong Ren Tang was placed solely in
charge of medicines at the royal Qing
palace by Emperor Yong Zheng, a
distinction that lasted through the reigns
of eight Emperors for 188 years.
• The RMB 20 million Tong Ren Tang
Museum was the state’s first corporationsponsored
museum to document and
preserve the history of TCM. It houses
one of two in the world’s third-generation
acupuncture copper model cast during
the Qing dynasty with a history of more
than 500 years.
• The 3 Chinese characters in the brand’s
name, “Tong”, “Ren” and “Tang”
mean “Equal”, “Benevolent” and “Hall”
respectively. Taken collectively, the name
embodies the brand’s values and vision –
to be a benevolent medicine provider that
serves and benefits one and all.
• At Hebei County, Anguo City (formerly
known as Qizhou) during every spring
and autumn, merchants from all over the
country gather to trade in medicinal herbs.
The role that Tong Ren Tang plays at this
trade fair, which will not start until a Tong
Ren Tang’s representative is present.
HONG KONG’S STRONGEST BRANDS |
67

MARKET
Growing interest in holistic remedies and
natural methods of healing has increased
popularity of traditional Chinese medicine. Vita
Green, the leading manufacturer of traditional
Chinese medicines in Hong Kong, is dedicated
to promoting health by using these remedies
in modern formulations that fulfil the highest
Western pharmaceutical standards.
With the expertise of a panel of international
doctors and experts in Western and Chinese
herbal medicine, it combines the wisdom of past
prescriptions and modern technology to create
the best in Chinese herbal remedies.
Since launching its first product, Vita Green
Lingzhi, the brand has increased its sales by
more than a few hundred folds.
A key contributor to the local community,
the company has lent support to people from
all walks of life. They have donated funds to
improve important work of the Hong Kong
Medical Museum, victims of earthquakes
and other natural disasters, sponsored World
Heart Day and regularly taken part in scientific
researches carried out in universities. In 2009,
the company established the Vita Green
Charitable Foundation to extend help to more.
ACHIEVEMENTS
Established in 1993, the company, today,
has 250 staff, two pharmaceutical plants, six
overseas offices and ten specialty shops. They
produce and promote proprietary brands and
more than 150 products that sell across Asia,
Europe and the United States.
Over the years, Vita Green has collaborated
with many universities for research and
development. With one factory in GuangXi,
China and the other at Ap Lei Chau, Hong Kong,
Vita Green’s plants have been awarded GMP
award by the authorities as recognition for their
strict control and high quality processes.
Vita Green has also published a range
of books written by respected scholars and
herbalists who take a comprehensive look
at health and Chinese medicine. Lingzhi: the
Traditional and Modern Perspectives was
written by Professor Zhao Gi Ding. Other titles
include The Witness of Lingzhi Users, Lingzhi In
The Eyes Of Western Doctors, Vita Calm Listen
To My Heart, Yunzhi And Cancer Therapy, Silver
Lining Of The Rainbow and Vita Joy, the road to
Happiness.
HISTORY
Vita Green was founded in 1993 by Dr. Helen
Chan, who aspired to establish a company that
produces natural health products people could
trust to maintain their health and for their wellbeing.
To maintain a reliable source for the wild
herbs it needs, Vita Green set up a joint
venture in south-western China and built a
modern pharmaceutical plant that is used for
the collection of wild herbs, extraction and
concentration, powder or liquid production with
close monitoring, and transportation of materials
to the Hong Kong factory.
In 1996, Vita Green invested more than
HKD 50 million in its Hong Kong plant, where every
aspect of the operation was closely monitored
by computerised systems 24 hours a day to
ensure that the environment is immaculately
clean. An advocate for environmentally friendly
practices, Vita Green ensures that the production
line banned the use of polyvinyl chloride (PVC)
materials and uses packaging materials that meet
strict environmental protection requirements; and
vegetable-based capsules produced from plant
tissues have replaced those made from animal
sources.
PRODUCT
Vita Green offers a fully developed line of more
than 100 products for all ages and lifestyles,
spanning both Chinese herbal remedies and
western vitamins and supplements.
Vita Green Lingzhi: Made from 100 percent
concentrated five colours (six types) of wild
Lingzhi to strengthen the body’s immune system
and provides energy.
Vita Hair New Formula: Cures hair-thinning
problems by improving blood circulation and
supplying nutrients to hair follicles, regulating
internal balance and strengthening kidneys, and
restores hair colour naturally.
Vita Hair Rejuvenating Hair Tonic: A
premium hair tonic specially formulated with
68 | SUPERBRANDS VOLUME VI

the best Chinese and Western
hair rejuvenating ingredients
to effectively prevent hair
loss, promote growth and
strengthen quality of hair.
Vita Green Bird’s
Nest: Helps reduce fat
and maintain a slim figure,
improves complexion and
prevents aging of the skin.
G.E. Yunzhi Essence:
Made from 100 percent
concentrated wild
Yunzhi and has proven
to enhance the immune
system, reducing the side
effects of chemotherapy
and radiotherapy.
Vita Calm: Specially
formulated from Chinese
herbs to promote natural
sleep at night without
drowsiness during the day.
This non-addictive sleeping
remedy is clinically proven to be
safe and effective.
Vita Green Lingzhi Honey: Contains
wild Lingzhi and natural Forest Honey that
not only strengthens the immune system and
improves the appetite but also enhances brain
development and memory.
Vita Yin Yang: Formulated to “tonify” the
kidneys and lungs, reducing symptoms such as
respiratory discomfort, coughing and general
malaise, and preventing future problems.
Vita-CM: A series of traditional Chinese
medicine supplements for specific needs and
consists of three series: the longevity series
strengthens the immune system, the special
supplement series benefits specific parts of the
body, and the food therapy series helps alleviate
health problems holistically.
Herba Precious: Utilises a formula modified
from Qianlong – the Chinese Emperor’s private
menu. It contains 19 rare and expensive
ingredients to encourage longevity and
rejuvenation, improving ear functions, and
alleviating dizziness and noises in the ear.
Doctor’s Choice: Vita Green’s most
famous Vitamin brand. This range of vitamins,
minerals and dietary supplements produced
in the United States from natural ingredients
spans four different series – essential vitamins,
multi-vitamins and minerals
for specific needs, children’s
series and health supplements.
The Doctor’s Choice Skin
Treatment works on
pimples, dry skin and
wrinkles problems.
OS21 skincare line:
Formulated for Oriental
skin using Chinese herbs
with phytoestrogens and
antioxidants combined
with advanced Swiss
rejuvenating formulation.
RECENT
DEVELOPMENTS
Constantly expanding
into new territories, the
company has opened
offices in United States,
Japan, Korea, Taiwan
and Spain. In 2008, Vita
Green further upgraded its
cyber shop to offer buyers the
convenience to browse and buy the products
online; making the brand and its products
accessible to customers worldwide.
Vita Green has also been increasingly
active in developing health enhancing service
in the Hong Kong market, such as providing
consultation services by Chinese doctors and
nutritionists, hair quality check and advisory
services, weight control and EQ enhancing
programmes.
PROMOTION
Vita Green keeps its customer abreast of the
latest product and health developments with
intense and focused advertising campaigns in
both print and electronic media. The company
also understands the benefits associated
with the understanding of medical knowledge
and organises free public health seminars
at universities and libraries around town to
disseminate health education and provide clinical
data of the effectiveness of its products. Its
experienced customer service representatives
are also trained to provide quality health
consultations to clients. A VIP privilege club,
Vita Green Club, also offers regular customers
special discount, services and incentives.
BRAND VALUES
Vita Green is dedicated to bringing health, joy
and youth through its quTin and yang functions
of the body.
www.vitagreen.com
THINGS YOU DIDN’T KNOW ABOUT
VITA GREEN
• The Vita Green Lingzhi is the best
selling Lingzhi in the market since
2002. It was awarded the Hong Kong
Top Brand name in 2008 and was
highly recommended and trusted
by most doctors.
• The Doctor’s Choice Vitamins and
supplement series is also a five-time
winner in the annual Reader’s Digest
Trusted Brand and was voted for both
Platinum and Gold Awards in the Health
Supplement category.
• Vita Green has steadily expanded
its sales network, with distribution in
retail outlets throughout Hong Kong,
including Vita Green shops, Mannings,
Watsons, CRC and Yue Wah; as well
as in most pharmacies. The company
also distributes products in Guangzhou,
Taipei, Japan, Korea, Spain and the
United States.
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MARKET
The World Bank estimates nearly 200 million
people live outside their country of origin.
These economic migrants often need a financial
services provider that can send money back to
their homes quickly and reliably.
The Western Union Company is a leader in
global money-transfer services. Together with its
Orlandi Valuta and Vigo branded money transfer
services, it provides customers with fast, reliable
and convenient ways to send and receive money
around the world, as well as send payments
and purchase money orders. A pioneer of
telegraphic services, today it operates a network
of more than 379,000 Agent locations1 in over
200 countries and territories.
In Asia Pacific, Western Union is present
in 37 countries and territories with over 200
employees made up of 27 nationalities speaking
over 20 different languages.
Western Union has had a strong presence
in Hong Kong since 1995, and currently has
7 Agents offering Western Union ® Money
Transfer SM services, including Lotus Forex
Ltd., City Foreign Exchange Ltd., Wall Street
Exchange Ltd., CIU Express Ltd., Global Travel,
Hongkong Post and Travelex Hong Kong Ltd.
There are about 100,000 Filipino and 90,000
Indonesian workers in Hong Kong who send
money back home regularly, according to the
statistics from 2006 Population by-census.
To make sending money more accessible and
convenient to them, Western Union has over 100
Agent locations1 in areas such as Worldwide
Plaza in Central, Sugar Street in Causeway
Bay, selected Hongkong Post Offices and
supermarket stores where most Filipinos and
Indonesians congregate. Most Agent locations
are open daily, with some open till midnight to
provide greater flexibility.
ACHIEVEMENTS
Western Union was the original, and has
remained a pioneer of cash-to-cash money
transfer services since 1871.
It has achieved many ‘firsts’ – the first
company to complete the transcontinental
telegraph line in the United States of America
(providing vital communication during the US
Civil War in 1861), the first company to introduce
a consumer charge card, the first to introduce
teleprinters to speed-up message delivery
(1923), and the first company to launch a
commercial communications satellite into space
(with five satellites in orbit by 1974).
HISTORY
In 1851, a group of New York businessmen
started the New York and Mississippi Valley
Printing Telegraph Company. Following the
acquisition of a series of competing telegraph
systems in 1856, the company changed its
name to the Western Union Telegraph Company
to symbolise the ‘union’ of eastern and western
telegraph lines into one system.
In the 1870s, it entered the international
telegraph business by providing service to
Canada and Mexico, and westward expansion
created a need to move capital, leading to the
introduction of the first money transfer service
in 1871.
In 1873, Western Union purchased a
majority of shares in the International Ocean
Telegraph Company, marking its entry into the
foreign telegraph market. By 1877, it had gained
the reputation as ‘The Nation’s Timekeeper’
when it introduced its Time service – sending
out electronic impulses that regulated clocks
in government buildings, schools and banks,
ensuring that they always displayed the correct
time. Eventually over 100,000 subscriber clocks
would be in service.
It is no wonder that by 1884, Western Union
became one of the 11 original stocks listed on
the Dow Average.
PRODUCT
Western Union’s list of services includes:
‘Money-in-minutes’ service – Overseas
recipients can expect to receive money within
minutes of it being sent.
‘Direct to Bank SM ’ service – Customers
can send money directly to a nominated bank
account within participating banks.
Western Union Quickpay Service –
Customer can repay loans to PrimeCredit
Limited through this service.
RECENT DEVELOPMENTS
By continually strengthening the number of
Agent locations in the network, Western Union
is able to provide convenient, fast, and reliable
service to customers wherever they may be.
There has been an expansion in network
coverage in Hong Kong from 60 Agent locations
in 2006 to over 100 currently.
In 2008, Western Union collaborated with
70 | SUPERBRANDS VOLUME VI

PrimeCredit to launch a Consumer Lending
Program for Filipino customers in Hong Kong.
As their consumers often do not have access
to banking and financial services, PrimeCredit
offers Western Union customers the opportunity
to obtain 12 to 18 month instalment loans, then
remit repayments via the Western Union service.
Western Union Quickpay service for loan
repayment to PrimeCredit was also introduced
in May 2008, which enables customers to repay
loans from any Western Union ® Agent location in
Hong Kong to PrimeCredit.
The Western Union ® Gold Card loyalty
rewards program was launched in 2006 in Hong
Kong to enable customers to pre-register their
personal details with Western Union to eliminate
the need to fill in a send form for subsequent
transactions.
Gold Card members also enjoy a range
of privileges from special Western Union
promotions, including free continuity of income
(COI) insurance coverage for 35 days after
the date of each Qualified Transaction to the
Philippines or Indonesia, plus a variety of retail
discounts.
PROMOTION
Western Union utilises various media channels to
reach out to the Filipino and Indonesian workers
in Hong Kong. Among these are popular ethnic
publications, ethnic radio programs, advertising
on trams and at places where they congregate
such as the Worldwide Plaza.
Western Union also connects with the
communities through ethnic grassroots events
held in Central or Victoria Park. Games, minicontests,
raffle draws, dancing and singing
performances are always key elements for
excitement and fun.
Western Union also launched various
promotions to celebrate ethnic festivals such as
Ramadan or Christmas with the Indonesian and
Filipino communities.
BRAND VALUES
In February 2009, Western Union launched its
first-ever comprehensive global brand initiative
“yes!”. Western Union believes in people who are
on the move and in pursuit of their dreams. Even
in these uncertain times, the optimism of their
customers is inspiring. This campaign reflects
their can-do spirit and reinforces the company’s
belief in its customers as they journey to better
lives – whatever that may be.
The campaign features robust multi-channel
elements that will broaden and align brand
communications within each of the more than
200 countries and territories in which Western
Union operates. The creative behind Western
Union’s campaign centers on the optimism and
hope inherent in the word “yes!” and highlights
tangible acts that bring the brand to life.
Corporate Citizenship – Central to Western
Union’s philosophy is to support the communities
in which its consumers and employees live and
work.
In 2007, The Western Union Company and
its philanthropic organisation The Western Union
Foundation unveiled Our World, Our Family ® ,
a USD 50 million, five-year corporate giving
initiative to support migrant families through
education and global economic opportunity
programs. Our World, Our Family ® combines
Western Union’s longstanding passion for
improving communities around the world with its
new commitment to corporate citizenship.
Since 2001, the Western Union Foundation
has granted over USD 45 million to 1,500
organisations worldwide in more than 70
countries and territories to support humanitarian
projects, provide disaster relief and to fund
education, health and human services programs.
www.westernunion.com.hk
THINGS YOU DIDN’T KNOW ABOUT
WESTERN UNION
• Thomas Edison got his first job working
as a telegrapher for Western Union. He
frustrated his bosses by tinkering around
in a back room rather than doing his
work but he did eventually invent several
improvements to the telegraph service
and the universal stock ticker.
• Western Union exploration of a western
route to connect North America with
Europe via telegraph sparked discussions
that led to the United States’s purchase
of Russian territory that today is the
state of Alaska.
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About Shauna li Roolvink
Shauna has over 15 years of brand creation and brand building experience.
Some of the brands she has helped to create or re-brand include Certis
CISCO, inSing.com, RedRock Beer, SingTel Innov8, Paiola Papaya, StarHub,
Osim, Brand’s, Fraser Residence, etc. She founded BrandHub in 2003. Prior
to starting BrandHub, Shauna founded the first Brand Strategy practise in
Asia for a leading international brand consulting firm where she led new brand
creation and re-branding projects for clients. Shauna started her consulting
career at A.T. Kearney after completing her MBA. Her clients at A.T. Kearney
included John Deere, ARCO, GM, Asia Pulp & Paper, Jaya Group, Bank
Danamon, etc. Shauna obtained her MBA from Anderson Graduate School
of Management at UCLA and a BS in Business Administration from University
of Southern California.
Shauna Li Roolvink
Principal Consultant /
Strategy Director, Asia
Brandhub / Brand Finance
72 | SUPERBRANDS VOLUME VI

A Bridge to New Markets
With new product development
failure rates at as high as 70 per
cent in some product categories,
brand extension (using a successful
brand name to launch a new or
modified product in a new market)
seems to be a logical step. In fact,
over 80 per cent of new products
launched were brand extensions.
But can any brand be extended?
What are the dos and don’ts of
brand extensions? Here are some
key factors to consider.
Understand your core
competency
A well-established superbrand
will have carved out a clear area
of competency in the minds of
the customers. Knowing what
that core competency is will help
superbrand owners determine the
areas the brand could possibly
extend to.
Singapore’s Banyan Tree brand,
for example, owns the mental
territory of “sanctuary for the
senses”. This brand promise
was first translated into a luxury
resort experience by Banyan
Tree Resorts, and has since been
successfully extended to a city
hotel experience via Banyan Tree
Hotel, a spa experience via the
Banyan Tree Spa, and even a retail
experience via the Banyan Tree
Gallery Brand, now also available
in museum shops in Singapore
through a partnership with the
Singapore Heritage Board.
A global example is DeBeers, the
100-plus year-old diamond mining
company which has successfully
extended the brand into the
diamond retail business. In the
minds of consumers, DeBeers is
seen as an expert in diamonds,
thus for it to start selling diamonds
to them is a natural extension of
that expertise. After all, DeBeers
was the company that coined the
famous tagline “Diamonds are
forever.”
Do NOT get too
Entrenched in a category
You should not let your brand
become too entrenched in one
category if you intend to extend
that name to new product
categories.
Some of the oldest and most
successful superbrands have
fallen into this trap because of
their past success. In the early
years of the brand lifecycle, these
brands focused on regional and
global expansion instead of brand
extensions. Thus, they end up as
single product brands that are
vulnerable to market trends.
Coca-Cola or Coke, a 100-plus
year-old superbrand and one of
the most valuable brands in the
world, is almost impossible to be
HONG KONG’S STRONGEST BRANDS |
73

extended. Consumers have a very
strong association between Coke
the brand and the brown fuzzy drink
inside the Coke can. Consumers
don’t even want the taste to be
tinkered with, as demonstrated in
the New Coke fiasco when Coke
tried to change the secret formula
without consulting its loyal group
of core customers.
For Coca-Cola Co, the single
product issue might seem like less
of a concern because of the huge
volume and value generated by this
single product. However, should
the consumer trend towards
healthier food and beverages
accelerate, the company would
have to ensure that its other
brands and products are able to
cover the potential erosion in sales
from its main brand.
In the Singapore, well-established
single product superbrands such
as Raffles Hotel, Tiger Balm, and
Brand’s Essence of Chicken also
face greater difficulties in brand
extension.
Unlike Coke and McDonald’s,
Disney, another well-established
superbrand that started in the
same era, was one of the first to
extend the brand beyond its core
competency in cartoons. In the
‘50s, Disney established theme
parks, and later licensed the
cartoon characters to toy,
stationery, and apparel manufacturers
for a sizable profit.
74 | SUPERBRANDS VOLUME VI

The brand has also successfully
extended to hotel and cruise
markets in more recent times.
Disney is able to do this as its
core brand competency is about
“healthy entertainment for the
whole family”.
Ensure a non-product
specific brand name
and promise
A brand that intends to enter
multiple product categories should
not have a product specific brand
name (such as Super Coffee Mix)
or brand promise (e.g. “Cleaner
and whiter teeth” for a toothpaste
brand). Instead, a broader, nonproduct
specific brand name and
brand promise will give the brand
greater flexibility to extend beyond
its existing product category.
One of the most unusual extension
strategies is Richard Branson’s
Virgin brand. Its promise, “champion
of consumer value”, allows
it to enter seemingly unrelated
product categories – from airlines
to rail, travel, colas, cosmetics,
cinemas, records, credit cards,
mobile phone services to bridal
boutiques.
While Virgin’s brand might seem
messy and directionless at first
glance, behind the madness is
a real strategy. The Virgin brand
is not built on any products, but
on a unique brand personality
reflected on its famous (or perhaps
infamous) founder. Branson
embodies the spirit of Virgin –
adventurous, quirky, daring, funny,
anti-establishment.
Virgin is most successful when it
is able to challenge the establishment
and offer consumers a
refreshing alternative. Virgin has
competed successfully against
industry giants such as British
Airways, British Rail, big banks and
major telecom companies in UK.
When it fails, as it did in the
Singapore mobile market, the
brand does not seem to suffer
in a significant way because part
of the brand’s character is taking
risks. Consumers soon forgive
and forget because they can
relate to the Virgin brand and its
promises.
Extend from a position
of strength
Successful superbrands are more
likely to make it in new product
categories than brands that have
not done well because consumers
trust these brands to succeed in
new categories.
Nike, a superbrand in the running
shoes category, has successfully
extended the brand into other
sports shoes, sports apparel,
accessories, sports equipment,
etc, over the years. Osim, the
brand leader in the healthy living
products category in Singapore
and the region, has successfully
extended the brand into health
related hygiene and fitness
products for the home.
C.K. Tang, on the other hand,
was a successful superbrand
but one which has lost much of
its lustre due to poor operating
performance over the past 10
years. Before the ‘90s, C.K. Tang
was seen as a clear leader in the
department stores category in
Singapore and it had great success
in extending the brand to
Studio Tang’s. But the company
has had less success in extending
the brand in recent years.
To improve your chances of
success in brand extension, a
rebranding exercise is warranted
if you do not currently have a
strong brand. Brands in the luxury
goods category have demonstrated
how it can be done. Gucci,
Louis Vuitton, Prada, and Burberry
have all successfully re-branded
and extended their brands into
new product categories such
as fashion, perfumes, home
furnishing, etc.
Consider extension from
the start
Brand owners should take potential
brand extensions into consideration
during development of
the Brand Strategy. They must also
look at consumer perspectives and
strengths of the brand to ensure
successful extensions. Poor extension
choices could damage the
equity of the core brand.
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Brand Directory
The Dairy Farm Company Limited
3/F Devon House, Taikoo Place
979 King’s Road
Quarry Bay, Hong Kong
Tel: +852 2299 1711
Fax: +852 2299 4711
www.7-eleven.com.hk
Bonjour Holdings Limited
10/F, Bonjour Tower
3 Yuk Yat Street, To Kwa Wan
Kowloon, Hong Kong
Tel: +852 2380 8010
Fax: +852 2338 8154
www.bonjourhk.com
Colourmix Cosmetics
Company Limited
10th Floor, Wyler Centre Phase 2
192-200 Tai Lin Pai Road, Kwai Chung
New Territories, Hong Kong
Tel: +852 2887 0888
Fax: +852 2310 9017
www.colourmix-cosmetics.com
American International Assurance
Company (Bermuda) Limited
12/F, AIA Financial Centre
712 Prince Edward Road East
Kowloon, Hong Kong
Tel: +852 2203 0226
Fax: +852 3118 9029
www.aia.com.hk
Bupa (Asia) Limited
18/F DCH Commercial Centre
25 Westlands Road
Quarry Bay, Hong Kong
Tel: +852 2517 5175
Fax: +852 2548 1848
www.bupa.com.hk
Embry (H.K.) Limited
7/F, Wyler Centre II
200 Tai Lin Pai Road, Kwai Chung
New Territories, Hong Kong
Tel: +852 2418 8288
Fax: +852 2410 0002
www.embryform.com
ESD Services Limited
Unit 1209, 12/F, Two Harbourfront
22 Tak Fung Street, Hunghom
Kowloon, Hong Kong
Tel: +852 2128 9888
Fax: +852 2189 7448
www.esdlife.com
Airland Enterprises Company Limited
2/F, Yau Tong Industrial Building
2 Shung Shun Street, Yau Tong
Kowloon, Hong Kong
Tel: +852 2772 9090
Fax: +852 2772 7800
www.airland.com
Canon Hongkong Company Limited
19/F, The Metropolis Tower
10 Metropolis Drive, Hunghom
Kowloon, Hong Kong
Tel: +852 2170 2828
Fax: +852 2723 9684
www.canon.com.hk
German Pool (Hong Kong) Limited
Room 2 - 4, Upper G/F, Newport Centre
116 Ma Tau Kok Road, Tokwawan
Kowloon, Hong Kong
Tel: +852 2773 2888
Fax: +852 2765 8215
www.germanpool.com
Bausch & Lomb (Hong Kong) Limited
Room 1502-1507, 15/F One Kowloon
1 Wang Yuen Street
Kowloon Bay, Hong Kong
Tel: +852 2213 3333
Fax: +852 2567 8170
www.bausch.com.hk
Chun Au Knitting Factory Limited
5/F, Unit A-1
Eastern Sea Industrial Building
29-39 Kwai Cheong Road, Kwai Chung
New Territories, Hong Kong
Tel: +852 2423 0611
Fax: +852 2480 4247
www.chicks.com.hk
Arredamenti Company Limited
6/F, Yan Hing Centre
9-13 Wong Chuk Yeung St
Fo Tan, New Territories, Hong Kong
Tel: +852 2690 3884
Fax: +852 2947 0835
www.giormani.com
76 | SUPERBRANDS VOLUME VI

General Mills Hong Kong Limited
Level 21, Tower 1,
MegaBox Enterprise Square Five
38 Wang Chiu Road, Kowloon Bay
Kowloon, Hong Kong
Tel: +852 2629 6188
Fax: +852 2537 2596
www.haagen-dazs.com.hk
Optical 88 Ltd.
27/F, Stelux House
698 Prince Edward Road East
San Po Kong, Kowloon, Hong Kong
Tel: +852 2113 2310 / +852 6020 6725
Fax: +852 2328 6381
www.optical88.com
Sony Corporation of Hong Kong
Limited
Suite 3301, 33/F, Tower 1, The Gateway
Harbour City, Kowloon, Hong Kong
Tel: +852 2909 1111
Fax: +852 2909 2222
www.sony.com.hk
Konew Financial Express
4/F, Wheelock House, 20 Pedder Street
Central, Hong Kong
Tel: +852 2110 2110
Fax: +852 2110 0300
www.konew.com
Morning Star Travel Service Limited
Unit 907, 9/F Tower 1,
Enterprise Square
9 Sheung Yuet Road, Kowloon Bay
Kowloon, Hong Kong
Tel: +852 2732 2366
Fax: +852 2827 0505
www.morningstar.com.hk
Pizza Hut Hong Kong
Management Limited
Room 302, 3/F, Asian House
1 Hennessy Road, Wanchai, Hong Kong
Tel: +852 2411 9826
Fax: +852 2413 3491
www.pizzahut.com.hk
Plantronics Trading (Suzhou)
Company Limited
No. 9, Plantronics Road,
North Loufeng, 215122, SIP
Suzhou, Jiangsu, P.R. China
Tel: +86 512 8188 2386
Fax: +86 512 8188 2381
www.plantronics.com
Beijing Tong Ren Tang International
Company Limited
20th Floor, Park Avenue Tower
No. 5 Moreton Terrace
Causeway Bay, Hong Kong
Tel: +852 2881 7989
Fax:+852 2881 7606
www.tongrentang.com
The Nielsen Company Hong Kong
2/F Warwick House, West Wing
Taikoo Place, 979 King’s Road
Quarry Bay, Hong Kong
Tel: +852 2563 9688
Fax: +852 2564 2097
hk.nielsen.com
Safewell Safes Company Limited
Room 1301, 13/F, Kwai Cheong Centre
No. 50 Kwai Cheong Road, Kwai Chung
New Territories, Hong Kong
Tel:+852 2312 6338
Fax: +852 2418 1128
www.safewellsafe.com
Vita Green Health Products
Company Limited
Room 2106-07 Wing On Centre
111 Connaught Road
Central, Hong Kong
Tel: +852 2901 6000
Fax: +852 2801 7147
www.vitagreen.com
Nissin Foods Company Limited
9-13 Dai Cheong Street
Tai Po Industrial Estate, Tai Po
New Territories, Hong Kong
Tel: +852 3406 6888
Fax: +852 2664 2201
www.nissinfoods.com.hk
Sea Horse (HK) Limited
Suite 2810, 28/F, Wu Chung House
213 Queen’s Road East
Wanchai, Hong Kong
Tel: +852 2523 3335
Fax: +852 2723 3323
www.seahorse.hk
Western Union Financial Services
(H.K.) Limited
26/F DCH Commercial Centre
25 Westlands Road
Quarry Bay, Hong Kong
Tel: +852 3405 8000
Fax: +852 3405 8111
www.westernunion.com.hk
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77