HKIA
HKIA Brand Decision Dashboard — Printed Summary
HKIA Brand Refresh · Tender PRO/T453/26/TC · Uth Creative × MaLogic · Demonstration with simulated data

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HKIA Brand Refresh · Tender PRO/T453/26/TC

HKIA Brand Decision Dashboard

Stage 1 · Current State — Brand Audit · Wave 1 n=3,100 · seven-airport benchmark
Demonstration · Dummy data
Uth Creative × MaLogic · Wave 1 + Wave 2 (illustrative)
🔗 Live dashboard
HKG ASCEND score
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0–100 index · current filter
Highest-scoring airport
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Sharpest dimension gap
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Filtered sample
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of n=3,100 Wave 1 respondents

ASCEND Brand Equity Index

Six-Dimensional Diagnostic Profile

Brand Positioning Map — Where HKIA Can Credibly Stand Apart

Airports and attributes are mapped in the same perceptual space; proximity reveals the strongest associations
Illustrative data
MORE DISTINCTIVE / FUTURE-FACING MORE ESTABLISHED / EXPECTED FUNCTIONAL GATEWAY MEANING EMOTIONAL DESTINATION MEANING ADVANCED GLOBAL HUBS DISTINCTIVE DESTINATION BRANDS EFFICIENT INFRASTRUCTURE WELCOMING GATEWAYS Innovative Smart / digitally enabled Sustainable Well-connected Seamless Gateway to Asia / GBA Distinctly Hong Kong Culturally rich Strong sense of place Memorable Efficient Safe Reliable Easy navigation Welcoming Clean Helpful staff Comfortable Shenzhen Bao'an (SZX) Shanghai Pudong (PVG) Hong Kong International (HKG) Singapore Changi (SIN) Beijing Capital (PEK) Tokyo Narita (NRT) Taiwan Taoyuan (TPE) Airport Brand attribute Closer proximity = stronger perceived association Competitive clusters · white space · territories to own

Importance × Performance — Where HKIA Should Act First

Relative importance to ASCEND equity is assessed alongside HKIA's current delivery on the same brand attributes
Illustrative data
HIGHER IMPORTANCE TO ASCEND EQUITY LOWER IMPORTANCE LOWER CURRENT PERFORMANCE HIGHER CURRENT PERFORMANCE PRIORITY IMPROVEMENT PROTECT & LEAD MONITOR SELECTIVELY MAINTAIN EFFICIENTLY Distinctly Hong Kong Seamless Strong sense of place Helpful staff Easy navigation Smart / digitally enabled Reliable Efficient Safe Well-connected Gateway to Asia / GBA Culturally rich Memorable Sustainable Welcoming Innovative Clean Comfortable Functional Experience Future readiness Destination meaning Converts brand diagnosis into a focused action and investment agenda

Airport Ranking

ASCEND score under current filter

Dimension Gap vs Benchmark Leader

Traveller Mindset Segmentation — Full Profiles

Four psychographic segments fixed from Wave 1 · mindset, behaviour, brand perception, priority touchpoint and demographics · shares under current filter

Segment Share by Market

Composition of each respondent market (Wave 1)

Segment Share by Airport

Composition of each airport's recent-user base (Wave 1)

Voice of the Traveller — Brand Audit Verbatims

Coded verbatims on HKIA and the benchmark set from 11 focus groups (FG01–05 Hong Kong · FG06–08 GBA & Mainland · FG09 Japan · FG10 Taiwan · FG11 Singapore) · sentiment follows the four-way frame
Sentiment
Market and generation follow the Stage 1 filters on the left.

Brand Themes — Word Cloud

PositiveNegativeConcernMixed

Sentiment by Market

Share of coded brand comments about the focus airport
Strongest strategic fit
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Most ownable concept
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Distinctive Ownership overlay
Widest activation headroom
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T2 · SKYTOPIA · retail · digital
Filtered sample
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of n=1,200 Wave 2 recontact

Anniversary Concepts — LIFT Validation & Strategic Overlays

Legitimacy · Inspiration · Fit · Traction, plus the two reality checks: Distinctive Ownership (DO) and Activation Headroom (AH) · current Stage 2 filter

Concept Performance by Market

LIFT composite by respondent market — where each concept travels

Concept Appeal by Segment

Top-two-box appeal (%) among the fixed Wave 1 segments

Voice of the Traveller — Concept Open-Ended Responses

Coded open-ended responses from the Wave 2 concept evaluation (n=1,200 recontact survey) · original language with English translation · four-way sentiment
Concept
Sentiment
Market and generation follow the Stage 2 filters on the left.

Sentiment by Concept

Key Themes — Word Cloud

PositiveNegativeConcernMixed
Demonstration environment. All values are randomly generated dummy data and do not represent any actual measurement of Hong Kong International Airport or any benchmark airport. Stage 1 (Brand Audit) and Stage 2 (Concept Evaluation) are reported on their own bases — Wave 1 n=3,100 and Wave 2 n=1,200 recontact — and filtered independently. Architecture: static front end on Cloudflare Pages; survey aggregates and coded verbatims served live from Supabase (PostgreSQL, row-level security). Prepared by Uth Creative in partnership with MaLogic Holdings Limited · Tender reference PRO/T453/26/TC.