Background

In January 2007, the Focus Group on Trade and Business of the Economic Summit on "China's 11th Five-Year Plan and the Development of Hong Kong" submitted its report to the Chief Executive, proposing that the Government should, among other things, establish a high-level Brand Hong Kong Group to promote the development of Brand Hong Kong. The Secretary for Commerce and Economic Development, Mr. Frederick Ma, stated about the promotion of Brand Hong Kong was needed in the Legislative Council on 31 October 2007 and a brand award with recognition by government and local industry is an essence. The mission of Hong Kong Institute of Marketing (HKIM) is to promote professionalism of marketing practitioners to achieve world standard. HKIM believes that being a brand to achieve the world standard, considerate about the social, economic and environmental community is crucial.

HKIM organizes a Brand-with-a-Conscience Award to provide an effective platform for the Hong Kong business, public and non-profit organizations to improve their awareness of these three areas of community and to recognize brands with outstanding achievements of them in their move towards higher standard and better practice aligning with the world.