International positioning through online city branding: the case of Chengdu

Purpose – The aim of the present study is to add to the existing research on online city branding by studying how metropolitan cities are internationally positioned using the internet and online branding. The focus is on objectives and strategies, method and expression (including five illustrations), and challenges in online city branding. Design/methodology/approach – The article relies on a single-case study approach, using the Chinese city of Chengdu as a case and illustration. Methods used are interviews, observations and documentation (including online material). Findings – The study illustrates how Chengdu uses online city branding in its international positioning. Chengdu's online branding is influenced by certain imagery, as well as challenges. Collaboration and endorsement crystalize as central elements in Chengdu's online city branding. Research limitations/implications – This article and study can be seen as an important element in broadening the understanding for online city branding to international audiences. Practical implications – The study offers insights to practitioners on how online city branding is carried out in a Chinese context and in the city of Chengdu. Originality/value – The study can be regarded as an important contribution to an area of practice and research which still is fairly new and unexplored, and an area that hitherto has not been well covered in the international literature.