City Marketing 100

Author: Huang Jingqing
Publisher:
Publish Date: 2003-10-01
Features: Nowadays, when people mention Changchun, they know it as the "Automotive City," and when they mention Kunming, they know it as the "Spring City." "Automotive City" and "Spring City" are the urban brands representing these two cities. Every city should have such a brand. Shijiazhuang aspires to rise globally as a highly recognized and competitive "China Pharmaceutical Capital." "Living in Weihai" has become a brand that represents the city's image, turning into a golden name card on par with "Eating in Guangzhou," "Having Fun in Hangzhou," "Wearing in Dalian," and "Shopping in Shanghai." Products need to be managed, and cities need to be managed too. Products need to create brands, and cities are no exception. A brand is about reputation and benefits. It's true for businesses, and it's true for cities as well.