Design-driven place branding – a governance-oriented model for adaptive and co-creativebrand development

Purpose This study aims to introduce the Adaptive Co-Design Ecosystem for Place Branding (ACE-PB), a governance-oriented process model that integrates design principles within a structured, iterative framework. It seeks to address the lack of a coherent, operational approach that sustains stakeholder engagement, embeds adaptive learning and promotes inclusive governance in place branding contexts. Design/methodology/approach An integrative literature review was undertaken to synthesise insights from place branding (PB), design thinking (DT) and participatory governance. The review followed a three-stage analytical process consisting of open coding, axial synthesis and conceptual integration applied to 26 studies. Through this process, conceptual patterns were identified, compared and integrated to develop the ACE-PB model. Findings The proposed model reconceptualises PB as an adaptive form of governance rather than a promotional activity. It demonstrates how design-informed principles, such as iteration, empathy and institutional learning, can structure participation and enable long-term legitimacy and collaboration. Practical implications The model provides policymakers and place managers with a structured approach to embed co-creation, reflection and continuous evaluation within place-branding governance. It outlines the competencies, resources and institutional arrangements required to operationalise adaptive collaboration. Originality/value This research contributes a theoretically grounded and process-based framework that bridges design, PB and governance literatures. It enhances conceptual understanding of participatory branding and offers a foundation for future empirical validation across diverse governance and cultural contexts.