Bridging brands: a conceptual framework for product-place co-branding

Purpose Product-place co-branding underpins a wide variety of activities in our lives but is oddly neglected in the context of place branding theory and practice. This paper aims to highlight the important role of product-place co-branding as a tool for stakeholders’ engagement and sustainable place branding through meaningful, authentic and memorable experiences. Design/methodology/approach This paper is conceptual. The theoretical background of co-branding is discussed to explore its nature, building an additional bridge between products and places in the context of place branding. Drawing on the multisensory and experiential approach to place brands, a product-place co-branding framework is developed to offer a stronger theoretical stance on synergies and collaborations among products and places, enhancing place brand visibility, authenticity and sustainability. Findings The product-place co-branding cycle is presented to advocate the interrelatedness of products and places, offering a theoretical framework for the recognition and integration of product-place co-brands within the multisensory and experiential place branding approach, contributing to the ongoing formation of the place brand. A classification of four product-place co-branding experiences is identified to offer a better understanding of the interplay between products and places and its potential to empower place brands and communicate the core values places embody. Originality/value Elaborating on the concept of product-place co-branding through the lens of a multisensory and experiential place branding approach, this paper complements the emerging literature and contributes to the conceptual understanding of co-branding from a place branding perspective.