This is easier said than done since strategic place branding decisions, which are grounded in economic, social, cultural and political discourses, are often complex.

And finding the right brand personality with powerful statements needs to involve different stakeholders or groups in the community, who share the same vision, values and beliefs the city's identity.

For example, Vision Beijing boasts a dozen local consultants who range from a university president and a noted novelist to a tourism chief and television journalists. But from a strategic marketing point of view, the project needs the participation of the whole population to deliver a friendly, sporty and fun experience.

If well planned, new urban design and Olympic construction, such as the Bird's Nest and Water Cube, can also help enhance the city's brand personality.

Despite the difficulties and complexities that branding Beijing may entail, it remains a worthy cause because cities with a well-defined and appealing brand identities are more competitive for tourism dollars and can expect to reap many long-term benefits.

Vision Beijing may just be a beginning in a modern city marketing campaign.

Email: guwen_2008@hotmail.com