UK-based Springpoint Limited, a corporate identity design consultancy, recently opened its Asia-Pacific headquarters in Hong Kong citing proximity to the Chinese mainland and the SAR’s “can do” spirit among the reasons.

Springpoint’s founder and chief executive Fiona Gilmore said: “I believe now more than ever that Hong Kong is the most interesting place in Asia to develop brands, because while historically Hong Kong companies have been very successful at trading they haven't tended to build brands, apart from some notable exceptions such as Mandarin Oriental, Orient Overseas Container Line, Vtech and Sunday Communication Ltd.

“With China's accession to the World Trade Organisation, Hong Kong now has a ringside seat to the biggest economic theatre in the world. It brings opportunities not only for bankers and lawyers but also for marketeers to use their skills to create new brands in Hong Kong, to test them in the mainland and then take them to the world. They will be able to leverage the size and volume of the enormous China market when they go global with their brands.”

Ms Gilmore continued: “Hong Kong is the best place to make this happen, and this is the time for Hong Kong people to take very seriously the whole thinking that goes into building a brand, as opposed to simply creating a trademark. Not only is it in a fantastic position to initiate and mastermind brands, but Hong Kong can also leapfrog, having learnt from past mistakes others have made.”

Ms Gilmore said Hong Kong is the perfect platform to expand to the mainland. “Just look at the demographics in the Chinese mainland. Over the next 20 years there will be a significant number of people over 50 with some degree of disposable income, but where are the brands for them? Not there yet, so there are many opportunities for entrepreneurs to look at the macro-economic trends and spot the gaps. This is one of the most exciting things about marketing, and it's why we will be looking to use our base in Hong Kong to open offices in the mainland.”