Place branding in a bottle: management strategies for unplanned messages

Abstract

PurposeThis 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/approachThis paper builds on past research on place brand communication and proposes a conceptual framework for unplanned messages.FindingsClassification 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/valueTo 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.