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.

Conclusion: branding a different species of cities?

Per Olof Berg and Emma Björner

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

Extract

One of the advantages of being editors of an anthology is that you have the freedom not only to structure the material according to your own preferences, but also to read and interpret the various contributions according to your own ideas and purposes. This is also an advantage that we as editors will use to a high degree in this final chapter, and thus it needs to be said that our interpretations of the various contributions, as well as the conclusions we draw, are our own - and nothing but our own. Our aim with this chapter is to look for, reveal and hopefully better understand the challenges, opportunities and possible consequences of global positioning strategies that Chinese mega-cities face in branding themselves on the global market of cities. However, as the critical reader has probably already discovered, this is not an easy task. For example, the very phenomenon of city branding is difficult to delineate, and even more difficult to define. Many concepts moreover seem to take on a different meaning when applied in the Chinese context. And it is obvious that there is a serious bias involved in studying what goes on in China today from the western perspectives that we as editors are bringing to this book. In a situation like this, it seems reasonable to start with a short overview of what we the various authors in this volume seem to agree upon, before embarking on an attempt to speculate on differences.

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