@inbook{01282e3aa22544bb844e670a4e05e78b,
title = "Port city on the maritime silk road: Ningbo{\textquoteright}s city branding under the theme of intellectuals",
abstract = "This chapter examines city branding strategy of Ningbo City that situates on the Maritime Silk Road (MSR) in southern China. In 2017, the Ningbo Municipal Government decided to brand the city under three the themes: {\textquoteleft}City of Intellectuals{\textquoteright}, {\textquoteleft}City of Music{\textquoteright}, and {\textquoteleft}City of Films{\textquoteright}, with {\textquoteleft}intellectuals{\textquoteright} positioned as the primary theme since Ningbo enjoys high esteem, both in historical heritage and intellectual achievements. This study investigates the status of Ningbo{\textquoteright}s branding strategy by letting intellectuals tell their own stories, with a bottom-up approach through semi-structured interviews. This is discussed in the context of a broader picture of global cities, with the conclusion that policymakers need to develop more branding-specific content in order to achieve a unique and distinctive positioning of a city",
keywords = "Maritime Silk Road, City branding, Intellectuals, Marketing",
author = "Liu, {Nancy Xiuzhi}",
year = "2020",
language = "English",
isbn = "9789811531323",
series = "Palgrave Series in Asia and Pacific Studies book series",
publisher = "Palgrave Macmillan",
pages = "253--270",
editor = "Hinkai Chan and Chan, {Faith } and David O'Brien",
booktitle = "International flows in the Belt and Road Initiative Context",
}