With products and services of Hong Kong gaining popularity worldwide, "Hong Kong Brand" has become a symbol of quality, trendiness, credibility, value for money and excellent services. In order to promote and protect "Hong Kong Brand" as an important public asset, the Hong Kong Brand Development Council introduces a registration system, i.e. "Hong Kong Brand i-Directory", under the sponsorship of the Trade and Industrial Organisation Support Fund (TSF) of Trade and Industry Department, HKSAR Government.
Through setting up an identification benchmark to verify the authenticity of brand's "domicile of origin" and establishing a registration mechanism together with a publishing platform thereof, Hong Kong Brand i-Directory provides authoritative third-party proof of identity for Hong Kong original brands, with an aim to promote the credibility and awareness of Hong Kong brands. Meanwhile, it serves as an "infrastructure" to enhance the support system for brand development, especially helping to lay a firmer foundation for the protection of Hong Kong brands.
Hong Kong Brand i-Directory is a registration system for Hong Kong original brands, which consists of an accreditation mechanism to verify the eligibility for "Hong Kong Brand" identity and an online centralised database containing information of such accredited brands. Brands that have met the "Hong Kong Brand Identification Criteria" and passed the required assessment conducted by the Hong Kong Brand Development Council shall be eligible for registering with the "Hong Kong Brand i-Directory" (Brand HKiD) and being listed on the dedicated website (id.hkbrand.org) and other information facilities for free public access.
The first phase of Brand HKiD includes around 150 Hong Kong product and service brands, covering different industries. Website and other information facilities of Brand HKiD are available for free public access.