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.
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.
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.
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.
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.
