Brand Sustainability of Manufacturing Enterprises (MEs) and Social Enterprises (SEs) in Hong Kong

Tam Ka Fung Kelvin (2016)

While technologies, markets and the environment are changing rapidly, good brands are sustainable and relatively stable in stakeholders' minds. This thesis investigates the strategies, systems and processes of the development of Manufacturing Enterprises (MEs) and Social Enterprises (SEs) in Hong Kong concerning visual design elements and brand sustainability.  Utilising the Grounded Theory, this study considers seven Hong Kong-based organisations in terms of engagement with stakeholders, emotional bonding and value creation in order to compare and contrast these elements. The findings suggest a mutual relationship among brands, offerings, values, company visions, and users' needs. People who are capable of decoding, remembering, and reflecting upon the values will continually react and support interactively in the sustainable system. This thesis argues that companies' values, visions, and needs remain intangible. It is proposed that brand sustainability and visual characteristics would help retain a relatively stable and consistent image, which can sustain organisations' successful development.