Through an interdisciplinary methodological approach, this book examines both online institutional representations and public views of Hong Kong and place branding. The book provides insight into place identity and the actual perception of a place as received and experienced by stakeholders through the case study on Hong Kong.

Phoenix Lam is Assistant Professor in the Department of English at the Hong Kong Polytechnic University and a member of the Research Centre for Professional Communication in English.

1. Introduction 2. Decoding online place branding as a multidisciplinary area 3. The present study 4. The online place brand identity of Hong Kong 5. The online place brand image of Hong Kong 6. Closing the gap between identity and image of the Hong Kong online place brand 7. Going beyond the Hong Kong online place brand 8. Moving forward