The emergence and expansion of clusters of large metropolitan areas also known as Mega City Regions (MCRs) is a worldwide phenomenon. In China, governmental attempts are made to develop so-called regional brand identities for them. Regional brand identities, as a subspecies of place brand identities, differ from regional identities in the sense that they are the result of conscious branding efforts on the part of public authorities rather than more historically evolved regional identities as experienced by citizens. In this study, the establishment of regional brand identities for three MCRs in China is examined, as these are constituted through and institutionally embedded in intergovernmental relations. We map the perceptions of national, provincial and municipal governments of regional brand identities based on planning documents and relevant interviews. The emergence and stabilization of the regional profiles for China's largest MCRs Pearl River Delta (PRD), Yangtze River Delta (YRD) and Jing-Jin-Ji (JJJ) are featured in their dynamic territorial boundaries, centralized institutionalization and various symbolic meanings. The national government promotes the regional brands to reinforce the strategic awareness and future direction of the region, and these profiles are diffused at the provincial and municipal level.

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As global cities, Hong Kong, Shanghai and Beijing operate in international economic networks; however, they are also each firmly embedded within a regional context and are surrounded by less populous and less internationally recognized neighbors. Together they form so-called mega-city regions referred to as the Greater Pearl River Delta, the Yangtze River Delta, and the Bohai Rim, each encompassing a dozen or so cities. In the wake of staggering economic growth and threatening pollution, these cities are compelled to respond to the challenge of ecological modernization (EM): aim for higher economic value added at lower environmental cost. Cities have particular industrial and regional profiles; consequently they follow different developmental pathways. In order to attract coveted investors, green and high-tech corporations, well-endowed residents and talented workforce, these cities engage in city branding practices. In this contribution, a typology of EM developmental pathways is presented and the 41 cities in the three Chinese mega-city regions are analyzed in terms of their respective pathways and city branding practices. We argue that different industrial and regional profiles allow for different developmental pathways making different city branding strategies likely. Most cities brand themselves in comformity with what their pathway would lead us to predict, except cities with a strongly manufacturing oriented profile; the brands of the latter type deviate markedly from their current reality. Cities adopting branding strategies that contrast sharply with their historical legacy and current profile risk promoting themselves in ways that the outside world is likely to perceive as lacking in credibility.@en