Who is Who
Dr. Giannina Warren
Giannina Warren is a global thought leader in place branding and education in the field. She pioneered the world’s first MA in Place Branding at Middlesex University in London, UK, and offers online courses through The Place Brand Academy, the first provider of CPD-accredited courses in place branding.
She is currently an Associate Professor and Senior Program Manager for BA Professional Communications, the largest program at the School of Communications and Design at RMIT University in Vietnam.
Prior to entering academia, Giannina’s extensive industry experience includes nearly two decades in Toronto shaping branding and cultural communication strategies, managing international campaigns for cultural events and tourism, and specialising in visual identity, branding, and PR in sectors like finance, energy, and economic development.
Her research focuses on the particularities of the place branding profession and supporting practitioners in strategic positions within city policy. She combines theory and practice to understand occupational challenges and has developed a framework that legitimizes their roles in public policy and urban planning.
Beyond academia, Giannina is a respected public speaker and consultant who has worked on a diverse range of creative and collaborative projects globally.
Interview
We caught up with Giannina to discuss her ongoing efforts to prepare the next generation of place branding professionals.
Giannina, what brought you to place branding in the first place, and where has that journey taken you?
My journey began at Toronto City Hall, managing campaigns for cultural events and tourism initiatives. This exposed me to how cities communicate their identity and value, showing me how place branding can transform urban spaces and create a sense of community among residents.
Like many professionals, I initially struggled with imposter syndrome despite my marketing background. The fast-paced environment made it challenging to find a community of practice, but I was passionate about connecting place with promotion and community engagement.
Seeking to advance my skills, I pursued an MA in International Communication in the UK, where I discovered Nation Branding. Though it was often viewed critically in academia, I saw its positive potential when executed well.
This led to my PhD in Place Branding at Middlesex University. As a Senior Lecturer, I developed a popular Place Branding undergraduate course that was taught across four international campuses in London, Dubai, Mauritius and Vietnam. Later, I created the world’s first MA in Place Branding, combining theory with practice for international professionals.
Now at RMIT University in Vietnam, I’m excited to develop place branding in Southeast Asia, a region with immense potential.
What are the biggest challenges facing place branding professionals?
Place branding professionals often face credibility challenges despite their expertise. Their work is frequently reduced to surface-level outputs rather than recognized for strategic contributions to place identity.
Without adequate authority, they must rely on social, cultural, and symbolic capital to establish legitimacy. However, these often prove insufficient for securing institutional support.
The field requires navigation of complex power dynamics and political sensitivities while maintaining strategic vision. Professionals must continuously prove their worth within frameworks that may not fully value their role.
The lack of clear educational pathways and professional networks also poses challenges, leading to isolation and missed opportunities for collaboration.
So, what can place branders leverage to overcome these challenges?
Professionals must build strong stakeholder relationships, secure funding, and ensure activities align with defined brand guidelines. Continuous skill development is crucial in our digital landscape, which is why I'm committed to providing resources through The Place Brand Academy, as well as potentially through RMIT University in both Vietnam and Melbourne, Australia.
What does it take to create a successful place brand?
Place branding requires understanding your city’s current position, aspirations, and public perception. Unlike product branding, it involves multiple sectors and stakeholders.
The process includes stakeholder buy-in, research, brand development, and implementation. Full integration typically takes five years, while establishing the brand can take 10–20 years. Success requires long-term commitment through political cycles.
Most importantly, it takes centralising the role of place branding practitioners with a seat at the policy and planning table, where they can influence decision-makers upstream, while also impacting media discourse downstream. Large corporations grant enormous strategic oversight to Chief Marketing Officers — why not also places?
What are you planning to do next?
At RMIT Vietnam and through The Place Brand Academy, I aim to develop a strong place branding talent pool. As a founding member of the Asia Pacific Place Branding Association, I plan to contribute to regional research and seminars. The entire ASEAN region is ripe for place branding growth and expertise development. I’m hoping I can make a real impact locally and enable future generations to undertake place branding in the region strategically and sustainably.
Research Output & Publications
Giannina has made significant contributions to the professionalization of place branding. Her publications have advanced both theoretical and practical understanding of the field, and been published in peer-reviewed academic journals, including Tourism Management, Annals of Tourism Research, the International Journal of Tourism Cities, Marketing Theory, and the Journal of Place Management and Development.
Her latest research projects examine the role of sustainability discourses and climate action mitigation practices in city branding, identifying the policy platitudes, political paralysis, and PR problems at both the global and hyper-local levels of municipal governments in the UK and Canada.
Consulting
Beyond her academic and professional achievements, Giannina is also a dedicated consultant and workshop facilitator, drawing from her rich experience, extensive expertise, and passionate commitment to place branding.
Her recent consulting work includes Sidewalk Labs LLC (a subsidiary of Alphabet/Google Inc) on their recent “Smart City” innovation in Toronto, Canada; a significant research project on the tourism potential in the regeneration of UK seaside towns for the British Hospitality Association; developing an Ambassador Engagement Programme in conjunction with Tourism Thessaloniki, Greece; and training agency staff on place branding tools and practices for a successful bid representing Destination Canada.
Speaking Topics
- Professionals in Place Branding
- Place Identity and Branding
- Strategic Communications and PR
- Urban Development and Placemaking
Testimonials
Dr. Giannina Warren is an exceptional educator and global expert in Place Branding. Her passion for the subject is evident, and her deep experience in curriculum design makes learning from her both fascinating and engaging. She has a remarkable ability to convey complex concepts in a way that is accessible and interesting, ensuring that those learning from her not only comprehend the material but also develop a genuine interest in it. Her dedication to education is evident in the thoughtfully designed courses she offers. Dr. Warren's enthusiasm and expertise have deeply impacted my understanding of the field and accelerated my career.
Jacquie Severs
Marketing Manager, Durham Region (Canada)Dr. Warren (Giannina to her many fans) consistently breaks new ground in the place brand arena with her in-depth research, launching the world's first Master in the field, powerful professional development tools at The Place Brand Academy, and insightful publications. In this field, we are all in her debt!
Jeannette Hanna
Chief Strategist, TrajectoryDr. Giannina Warren is a brilliant mentor who bridges academia and industry in Place Branding. Since becoming my PhD Supervisor in 2022, she has helped shape my academic and professional journey by combining theory with practical application.
Her support goes beyond research, offering teaching opportunities, industry connections, and hands-on experience with projects like BarNET Zero. She challenges and supports in equal measure, giving me the confidence and tools to grow in the field.