Brand sustainability of manufacturing enterprises (MEs) and social enterprises (SEs) in Hong Kong

Abstract

While technologies, markets and environment are changing rapidly, good brands are sustainable and relatively stable in the mind of stakeholders. This thesis studies the strategies, systems and processes of the development of Manufacturing Enterprises (MEs) and Social Enterprises (SEs) in Hong Kong with respect to visual design elements and brand sustainability-engagement with stakeholders, emotional bonding and values creation. Grounded Theory is used to compare and contrast these elements in 7 Hong Kong based organisations. Success factors in terms of brand strategies, companies' visions and visual systems are compared and contrasted. If users could decode, remember and reflect upon the values, they will continually react and support interactively in the whole sustainable system. It is a mutual relationship among brands, offerings, values, company visions and needs of users. However, values, visions of companies and needs of users are not tangible, and the products cycles are changing fast. Hence, the brands sustainability and visual characteristics help retaining a relatively stable and consistent image, reflection in mind and experience of the users, which further sustain the successful development of the organisations.