Place branding in a bottle: management strategies for unplanned messages

Abstract

Purpose

This paper explores an important yet overlooked concept in place branding literature, unplanned messages. Focusing on unplanned messages, this study aims to contribute to a better understanding of the concept of spontaneous order in place branding and how to manage the unplanned communication process so as to ensure a high reputational status for a place.

Design/methodology/approach

This paper builds on past research on place brand communication and proposes a conceptual framework for unplanned messages.

Findings

Classification schemes for places and place brands are proposed, contributing to place brand management in three aspects: reviewing of decisions and strategies undertaken, assessing current situation and planning way forward when it comes to priorities for place management and development.

Originality/value

To the best of the authors’ knowledge, this is the first paper that introduces the emergent image and presents a classification scheme for places that contributes to a strategic management program of unplanned messages in place branding.

Citation

Briana, M. (2022), "Place branding in a bottle: management strategies for unplanned messages", Journal of Place Management and Development, Vol. 15 No. 4, pp. 460-475. https://doi.org/10.1108/JPMD-01-2021-0003