The Glamorous Muti-cultural Metropolis Hong Kong

Re-branding and Marketing Communication of Hong Kong Image

DOI

10.2991/978-94-6463-036-7_64How to use a DOI?

Keywords

City image; City brand; Rebranding; Marketing communication; Hong Kong; Muti-culture

Abstract

Hong Kong is a diverse city with many possibilities. It is not only the bustling side of Hong Kong that attracts people, but also the unique history and multiple cultures which is the fusion of Chinese and the Western civilization. So the connotation of Hong Kong should be paid more attention. It is important to rebrand Hong Kong by emphasizing the mixed culture, and try to analyze the marketing communication ways of the rebranding image.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Beibei Huang
PY  - 2022
DA  - 2022/12/31
TI  - The Glamorous Muti-cultural Metropolis Hong Kong
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 436
EP  - 441
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_64
DO  - 10.2991/978-94-6463-036-7_64
ID  - Huang2022
ER  -