Place marketing and phases of the image: a conceptual framework

Purpose – The purpose of this paper is to present a conceptual framework that serves as: a potential how‐to guide for place managers; an evolution of place branding strategy; a cautionary tale about place brands developed without stakeholder involvement; and a way to open up the theory space to arrive at a potentially ideal marketing mix. The framework reveals consequences of relying on imagery with little connection to the place's reality. Place brands developed without these characteristics could lead to auto‐communication, which could affect the organization‐public relationship by stunting genuine organization learning and simulating meaningful two‐way dialogue. Design/methodology/approach – A conceptual framework was developed using Qualitative Media Analysis to explore several constructs – market‐based models of governance, public relations models, Baudrillard's phases of the image, and six promotional tactics cities are used to promote the place. Findings – Based on the concepts employed, it is argued that cities need to be cognizant of after effects of place brands, as the organization‐public relationship might be fractured. Research limitations/implications – A limitation might come from theories selected, but implications for place branding academics and practitioners are potentially great. Further research questions are presented. Practical implications – Practitioners could use the piece as a how‐to guide when developing a place marketing strategy, as well as become cognizant of when auto‐communication could take place based on the communications strategies employed. Originality/value – The paper develops a workable tool for place marketers while bringing attention to an area not often explored, be it theoretically and empirically, which is the after effects of place marketing.