The purpose of this paper is to study how the Chinese city of Chongqing is
meeting the mission of the Chinese central government, to solve the imbalanced
income gap in Chongqing, and assist in solving the imbalanced development between
the east and west of China – while simultaneously developing and branding the city.
The study is based on a qualitative case study carried out in September
2011, including interviews, observations and documentary evidence.
The study describes the city development and city branding efforts
undertaken in Chongqing. It also includes some findings relating to the China context
and to city branding in China.
The study provides practitioners with a case of city branding
in a large Chinese city, offering an example of city branding in a Chinese context.
The city of Chongqing has previously not been studied
extensively from a city branding point of view, thus offering an interesting case.
Introducing legitimacy and auto-communication, in addition to city branding, as
lenses in this case, offer interesting insights.