"Hong Kong" literally means "Fragrant Harbour." But where has the fragrance gone? We can optimize the value of a geographical name by reliving its past and pioneering its future.
You can help achieve the goal by raising societal awareness through promoting-
aroma marketing to connect customers with brands;
endeavours to set standards on smells classification; and
the application and registration of smell marks in Hong Kong and elsewhere.
What role you may play?
The possible success of the "Fragrant Hong Kong" initiative would depend on whether it would become a whole-of-society approach. We all can be champions of this common goal, in whatever way you all can.
You can play your role by-
adding scent to your products and services; and
considering the application and registration of smell trade marks.
What are the specific action items?
Fragrance of Spring
1. A talk on rebranding Hong Kong (25 March 2013)
"Hong Kong" literally means "Fragrant Harbour". But where has the fragrance gone? Scent can build a stronger sensory connection with customers and can drive brand preference. Should we work together so that Hong Kong can live up to its name? Should we promote aroma marketing? Or should we establish norms that facilitate the application, the registration and even the trading of smell marks?
2. World Intellectual Property Day (26 April 2013)
Every year on April 26, World Intellectual Property Organization (WIPO) and its Member States celebrate innovation and creativity and how intellectual property fosters and encourages them.
To celebrate the World IP Day, the Intellectual Property Department organised a celebration reception at the Asia Society Hong Kong on 26 April. An ‘IP Valuation Game’ was held during the celebration reception. The guests were invited to give their value of the ‘Fragrant Hong Kong’ logo and the one with the closest number to the average value would win. Finally two guests with their value at HK$10,000,000 which was the closest to the average value at HK$ 12,915,610 won. Two special prizes were also presented to the guests who gave the highest and lowest value at HK$780,000,000 and HK$20 respectively. Nearly 100 guests participated in the game.