Objectives

1. The Award is regarded as a sign that an organization has achieved ethics, humanitarian, social or environmental aims while being successful at the core elements of branding;
   
   
2. To recognize organizations which contribute to the betterment of the society by humanity and ethics;
   
   
3. To educate the importance of developing brand with a conscience of company/organization;
   
   
4. To encourage the industries which are developing brands-with-a-conscience for the betterment of the society;
   
   
5. To support the Brand Hong Kong with the balance and ethical community