Place branding as rural development policy in China: the case of Guangshan county

Purpose This paper aims to explore the rationale, the process and the outcomes and risks of place branding in rural China. Design/methodology/approach An in-depth case study analysis, including interviews, has been conducted. Findings Place branding in the case of China is practiced and dominated through administrative entities by using subsidies and regional development programs to coordinate, organize and promote local agricultural resources. Although this government-led place branding has effective effects on rural development, it is unsustainable and unstable because it lacks sufficient market and stakeholder participation. Research limitations/implications The effectiveness of place branding in China has been examined and proved. Practical implications The government’s role in place branding in China should be adjusted. The government should position itself as a service and auxiliary role. Simultaneously, it should strengthen market-oriented operations and stakeholder participation in place branding. Originality/value This paper is one of the first contributions to examine the impact of place branding as a rural development policy tool in China, and the in-depth case study examines and proves the effectiveness of place branding in rural China.