Port city on the maritime silk road: Ningbo’s city branding under the theme of intellectuals

Research output: Chapter in Book/Conference proceedingBook Chapterpeer-review

1 Citation (Scopus)

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: ‘City of Intellectuals’, ‘City of Music’, and ‘City of Films’, with ‘intellectuals’ positioned as the primary theme since Ningbo enjoys high esteem, both in historical heritage and intellectual achievements. This study investigates the status of Ningbo’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
Original languageEnglish
Title of host publication International flows in the Belt and Road Initiative Context
Subtitle of host publicationbusiness, people, ideas and history
EditorsHinkai Chan, Faith Chan, David O'Brien
Place of PublicationSingapore
PublisherPalgrave Macmillan
Pages253-270
Number of pages18
ISBN (Electronic)9789811531330
ISBN (Print)9789811531323
Publication statusPublished - 2020

Publication series

NamePalgrave Series in Asia and Pacific Studies book series

Keywords

  • Maritime Silk Road
  • City branding
  • Intellectuals
  • Marketing

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