Table of Contents

Branding Chinese Mega-Cities

Branding Chinese Mega-Cities

Policies, Practices and Positioning

Edited by Per Olof Berg and Emma Björner

This interdisciplinary book details the economic, cultural and social background of the development of Chinese mega-cities, as well as presenting the mechanisms of governance and urban growth strategies. Therein, the main discussion centres on the contemporary practice of city branding and development in China in relation to the rest of the world. This includes the way stakeholders and actors are engaged in city branding; the ‘societal forces’ that impact the city branding process; the way cities compete internationally; and how mega-cities build brands to strategically position themselves globally.

Introduction: setting the scene

Emma Björner and Per Olof Berg

Subjects: business and management, marketing, urban and regional studies, cities


The purpose of this introductory chapter - as the title says - is to set the scene for the coming chapters: providing definitions of some of the more central concepts, and a description of the overall structure of the book and how the different chapters relate to each other. However, we would like to start the chapter with some general comments on the role and importance of cities in the world today.