CASE STUDY:
SUN HUNG KAI
PROPERTIES LTD - IFC
Sun Hung Kai Properties Ltd is one of the world’s largest property development companies with over 37,000 employees. SHKP specialises in premium quality residential projects, offices and shopping centres. The International Finance Centre (IFC) is an integrated commercial, retail, residential and hotel development. Completed in 2006 it was then Hong Kong’s tallest building.
THE CHALLENGE
To position, develop, and launch a brand for the HK$40Bn Central Waterfront Retail Project (then SHKP’s iconic flagship property and Hong Kong’s tallest building)
THE SOLUTION
• Creation, development, and delivery of the ifc brand
• Naming
• Organizational structure
• Brand DNA (‘inspiring’)
• Staff training and behavior
• Internal communications
• Retail tenant selection and management
• Marketing communications strategy
• Advertising and visual identity
• Public relations and website
THE RESULTS
• 98% retail and office occupancy in first year
• Recognition as top ranking mall for service and environment
• Ranked second-most admired mall brand one year after launch
• Recognition as one of the top ten most admired brands in Hong Kong
