Rebranding Hong Kong “Green”: the potential for connecting city branding with green resources

Abstract

This paper addresses the dearth of knowledge and theoretical development on how ecological or environmental factors such as green resources can be integrated into the concept of city branding. The gap-branding model used for identifying the perceptual disparities in a city branding process was modified to incorporate the theme of green resources such as parks and green spaces. The dimensions and elements of a green city brand were designated and tested in a study using a questionnaire survey with local and non-local city consumers in Hong Kong. The results explored the potential for branding a metropolis by its green resources and identified two distinctive Green (Resource) Brand Pentagons for each respondent group. A comparative analysis was also conducted to explain how the two groups of city consumers perceived the green resources of Hong Kong similarly and differently. This paper acts as a pilot study to bridge the disciplines of marketing and geography.