From city promotion via city marketing to city branding: Examining urban strategies in 23 Chinese cities

Wenting Ma,Martin De Jong,Thomas Hoppe,Mark De Bruijne

doi:10.1016/j.cities.2021.103269

Wenting Ma, Martin De Jong + Show 2 more

Open Access

https://doi.org/10.1016/j.cities.2021.103269

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Abstract

City promotion, city marketing and city branding are all frequently mentioned and examined in the literature on urban governance. Based on the goals and characteristics of different city branding strategies, this study identifies a growing level of sophistication from city promotion via city marketing to city branding and proposes that the degree of urban development of cities is positively related to the use of branding strategies. This proposition is tested among 23 Chinese cities: 21 cities in Guangdong province and two in the Special Administrative Regions – Hong Kong and Macao. The results show a positive correlation between the use of city promotion, city marketing and city branding strategies and a city's level of urban development. Only the largest and wealthiest cities, and those with the strongest tertiary sector report on the use of policies which indicate city branding. The strength of the primary sector is significantly and negatively related to all three identified forms of branding strategy. Furthermore, significant positive statistical inter-relationships exist between the different branding strategies, which confirm the existence of complex relations and overlaps between them. Our findings suggest that local governments should align their city branding strategies with their development goals.

Highlights

Worldwide, cities report on their efforts to generate in-depth urban transformation
The results show a positive correlation between the use of city promotion, city mar keting and city branding strategies and a city's level of urban development
We argue that city promotion, city marketing and city branding can be seen as sequential stages of urban development

Summary

Introduction

Cities report on their efforts to generate in-depth urban transformation As part of these efforts, cities seek to change their old image and become more sustainable, eco, low-carbon, inclusive, or smart (de Jong et al, 2015; Schraven et al, 2021; Yigitcanlar, Kanka namge, & Vella, 2020; Liang et al, 2021). Against this background, city branding is fast becoming a popular public policy instrument for gov ernments to communicate their city image and achieve a variety of urban development goals (Dinnie, 2010; Lucarelli, 2018; ; Oguztimur & Akturan, 2016; Prilenska, 2012). Research on city branding focussing on various aspects, such as multi-level governance (Lu, de Jong, Song, & Zhao, 2020), stakeholder involvement of city branding (Ma et al, 2020)

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