Building Reputations on a Proven Platform

Hong Kong's ability to attract and build international brand entity gives the city an edge as a platform to China, says one of the most experienced executives in the brand business.

Debora Chatwin, Managing Director, Hong Kong, for global brand agency Enterprise IG, has worked for over 18 years to help Hong Kong and China-based clients establish their presence in China. She says that by partnering with Hong Kong firms, overseas companies can gain knowledge and experience to give them a valuable foothold. Enterprise IG works with major Hong Kong brands such as Jardines, Hongkong Post and VTC, and in the Chinese mainland with brands including China International Marine Containers (CIMC), food group COFCO, Overseas Chinese Town (OCT) and China Resources.

After living here for nearly two decades Ms Chatwin is "fully supportive of Hong Kong", and says it retains many advantages despite the rising ease of doing business in China.

Strong economy

"Hong Kong's economy is strong and prosperous, and as one who has spent a good part of my career here I can see the benefits of Hong Kong's growth," she said. "Would companies every completely sidestep Hong Kong? I am hoping 100 per cent that it does not happen, and do not expect it will. Even though China's door has opened wider, there is still a comfort factor of going through Hong Kong.

"If international companies want to deal with a partner who understands them while at the same time understands China, they will find Hong Kong is a proven platform. Hong Kong has international exposure, and a cosmopolitan make up. Many of the people here have worked outside of the Hong Kong marketplace, so they have a broader perspective. And, we can pull people together here more easily than in China. Hong Kong is able to attract international talent because of the lifestyle, and has a proven ability to bounce back (from the Asian economic crisis, SARS etc)."

While five years ago China-based firms accounted for 26 per cent of Enterprise IG's business, today's figure is close to 50 per cent, and growing. Ms Chatwin says this is another good reason to be based in Hong Kong: China needs outside help to take its products to world markets, and its nearest neighbour Hong Kong makes the logical export partner.

"Hong Kong has what (Chinese companies are) looking for, and offers them huge opportunities. It's a door that swings both ways."

IP confidence

Ms Chatwin added that Hong Kong is still a great place for international brands to become acquainted with China. "It is a trusted platform from an intellectual property perspective, and understands the mainland culture. For us, having an office in Hong Kong means we can handle regional business, China business and international business from one convenient location."

For the brand business, it's also a great place as more Hong Kong and Chinese companies recognise the value of having a brand strategy. Branding is well understood in Hong Kong, Ms Chatwin said, with initiatives being supported by the government, Hong Kong Trade Development Council and Hong Kong Design Centre.

"A brand is not about image, it's about reputation. Companies are realising that a brand gives them greater control, and that, through branding, they can turn their acquired knowledge into profit."