Small HK brands challenge majors at Superbrands

Hong Kong's major brands have continued to dominate at Superbrands' most recent awards show, holding off rising competition from the local contenders.

Financial services giant American International Assurance was named leading international brand, while telco PCCW picked up the award for leading local brand. Other winners included Caltex (automotive), Tsingtao Beer (beverages), Ming Pao Daily News (entertainment, leisure and media) and Lee Kum Kee (food), with awards handed out in 15 categories in total. Superbrands Asia group managing director Peter Jeffery said although the major brands had maintained their places at front of the field, smaller local brands were increasingly showing they can compete on the same stage. "I think that's really encouraging and fantastic to see," said Jeffery. "I think we're going to see Asia-based brands continue to grow." He added the results indicated strong levels of consumer trust in all the brands, both in the quality of products and services, and in top of mind awareness. Founded in London in 1994 and launched in Hong Kong three years ago, the organisation awards Superbrand status to those brands which have achieved success in their brand-building efforts.