While 2004 saw the Hong Kong Jockey Club win the overall award for biggest brand, this year the awards were broken down into best local and international brand. Telecoms brand PCCW won the award for best local brand and McDonald's for best international brand. The best of category brands included Giordano, the MTR Corporation and Quality Healthcare.
Peter Jeffery, group managing director for Asian Integrated Media, organisers of Superbrands, said: "To be selected as a Superbrand is evidence of consumer trust and belief in the brand as well as the ability to win admiration from marketing professionals."
Jeffery also commented on an emerging trend which has seen local brands performing well in the food, retail and property categories while multinationals are more successful in areas such as electronic goods and automobiles as well as an emergence in spa, health and beauty brands. The Superbrands already publishes similar reports in Singapore, Thailand, Malaysia, China, Indonesia and the Philippines and are due to shortly launch the product in Taiwan, Korea and Japan.
HKJC, McDonald's take Superbrand 2004 top honours
Superbrands Hong Kong has awarded more than 100 brands with the 'Superbrand' label of excellence in marketing and advertising.