ABSTRACT
Most contributions in the place-branding and -marketing literature have focused on Western cities, regions, and countries. As Asia is taking more and more importance in world affairs, there is increasing research on Chinese cities. However, there is still a lack of support for practical issues. This chapter investigates the case of city branding in Chongqing, China. It aims to refine practices and theoretical understanding in this region and consolidate the academic literature based on lessons from a non-Western context. It advocates a sustained conversation around the applicability of place-branding practices and management in various settings, since this case study can provide compelling paths for future research in the field.
