Who is Who
Dr. Giannina Warren
Giannina Warren is a global thought leader in place branding and the driving force behind the development of education in the field. She pioneered and taught a series of undergraduate university courses and the world’s first MA in Place Branding at Middlesex University in London UK, and offers a series of online courses, toolkits and training tools through The Place Brand Academy, the world’s first provider of CPD-accredited courses in place branding.
She is currently an Associate Professor and Senior Program Manager at RMIT University in Vietnam, where she manages the BA Professional Communications, the largest program in the dynamic School of Communication and Design.
On the practical side, Giannina played a key role in shaping Toronto's branding and cultural communication strategies during her time at City Hall, where she managed international promotional campaigns for public cultural events, resident engagement programmes and tourism initiatives. Prior to that, she spent a decade as a specialist in visual identity, branding, advertising and public relations in high-impact sectors such as finance, energy, corporate law, regional government and economic development.
Her research focuses on the people, practicalities and particularities of place branding, where she seeks to support practitioners to place them within key strategic positions within a city’s policy value chain. She blends both theory and practice to understand the specific occupational challenges that practitioners face, and has built a framework that lends legitimacy to their roles, helping to guide public policy, urban planning, and ultimately the ‘professionalisation’ of the field.
Beyond her academic and professional achievements, Giannina is a respected public speaker and consultant, drawing from her rich experience, extensive expertise, and passionate commitment to place branding over nearly two decades.
Interview
We caught up with Giannina to discuss her ongoing efforts to prepare the next generation of place branding professionals, and continue advanced thinking in the field.
Giannina, what brought you to place branding in the first place, and where has that journey taken you?
My journey into place branding began with hands-on experience managing cultural events and tourism initiatives at Toronto City Hall. This role opened my eyes to the intricate dynamics of how cities communicate their value and identity. Working at the intersection of policy, community engagement, and promotion, I witnessed firsthand how place branding could transform urban spaces and create meaningful connections between residents, visitors, and the city itself.
However, like many professionals working in place branding, I initially grappled with imposter syndrome — while I had an extensive corporate marketing and PR background, applying those principles to ‘place’ sometimes made me feel completely out of my depth. The fast-paced environment left little time for reflection or finding a community of practice, yet I was deeply drawn to understanding how the work could align ‘place’ with promotion, narrative, digital and community engagement. Not to mention the political and policy sphere!
Working at the intersection of policy and promotion, I found myself inspired by colleagues pursuing advanced degrees in Public Administration and was hoping to advance my own skills and knowledge so that I could make a greater contribution to my city. I wanted something similar that would combine marketing principles with urban development, particularly addressing the unique challenges of applying private sector disciplines in a public sector context.
It led me to the UK, where I pursued an MA in International Communication and discovered Nation Branding — although in that context it was largely seen as a damaging and detrimental academic construct. I knew better, seeing the positive potential that solid marketing and communication strategies could have on a place, if executed well. But I also had so many questions, particularly about how professionals like me could gain the necessary tools and influence to effectively shape and implement place branding strategies that actually benefited places.
The questions led me to pursue a PhD in Place Branding at Middlesex University, where I studied under Dr. Keith Dinnie. During my time there, I became a Senior Lecturer and Program Manager for the BA Advertising PR and Branding, where I implemented a final year course in Place Branding and International Diplomacy, which became the most popular course across our four campuses in London, Dubai, Mauritius and Hanoi. It was an absolute joy teaching place branding to young creatives, who saw the immense potential in it, and loved using place branding to help solve ‘wicked problems’ through their practical assessments.
This led me to design, write, validate and teach the world’s first dedicated MA in Place Branding, launched and taught online at Middlesex University, mostly to international professionals who also saw the value in building their own capacity and deep understanding of the field. It was such an amazing opportunity to combine theory with practice in the course I had sought, a decade prior, but that had not yet existed. It also gave me a chance to showcase the incredible work of my growing network of academics and practitioners, all over the world.
After that, I was offered an amazing opportunity to move to Vietnam to head up one of RMIT University’s flagship programs, and I jumped at the chance. SE Asia is such an exciting region for place branding, and there is so much potential to both develop and grow the field, both professionally and academically.
What are the biggest challenges facing place branding professionals?
While place branding's benefits for cities and nations are widely discussed, the professionals who drive these initiatives often find themselves in a precarious position. Despite their expertise and strategic vision, place branding professionals frequently battle imposter syndrome, feeling undermined within policy value chains where their work is misunderstood or oversimplified. Their influence is often reduced to surface-level outputs – logos, slogans, events, and campaigns – rather than being recognized for their deeper strategic contributions to place identity and development.
This undervaluation has significant consequences. Without adequate political capital or decision-making authority, place branding professionals must rely heavily on other forms of capital to establish legitimacy. They leverage social capital through relationship building, cultural capital through their expertise and knowledge of place dynamics, and symbolic capital through successful project outcomes. Yet these forms of capital, while valuable, often prove insufficient in securing the institutional support and resources needed for comprehensive place branding strategies.
The complexity of place branding extends beyond communication campaigns. Professionals must navigate intricate power dynamics, competing interests, and political sensitivities while maintaining their strategic vision. They operate as diplomatic mediators, building coalitions among diverse stakeholders while advocating for their expertise in a landscape where their professional authority is frequently questioned or diminished. This challenging position requires them to continuously prove their worth within policy frameworks that may not fully understand or value their strategic role in place development.
Finally, the lack of clear educational or career pathways presents an ongoing challenge for place branding professionals. Traditional marketing or public policy programs rarely address the unique complexities of place branding, leaving practitioners to piece together their expertise through various disciplines. This fragmentation is compounded by the difficulty in finding a genuine community of practice – professionals who truly understand the multifaceted nature of place branding work. Without established networks or professional bodies, many practitioners work in isolation, missing opportunities for knowledge sharing, mentorship, and collaborative growth. This isolation can limit innovation and professional development in the field, making it crucial to establish more formal structures for education, networking, and professional development in place branding.
So, what can place branders leverage to overcome these challenges and fulfill their central role in place branding?
Place branding professionals must tap into social and cultural resources to build strong relationships with stakeholders, helping to secure funding and establish a solid foundation for place branding. They must also use their expertise to build beneficial partnerships, collaborate with key influencers, and ensure that all activities align with brand guidelines and convey the brand's core message through a multitude of channels.
Beyond that, they must continuously develop their skills and equip themselves with the right tools and knowledge — especially in a fast-changing digital and global landscape. That's why I remain committed to developing educational tools and pathways through The Place Brand Academy, a platform where place branders can access valuable resources to elevate their work and approach place branding with professionalism and impact.
What does it take to create a successful place brand?
Place branding is a long and complex journey. It begins with understanding where your city stands, where you want it to go, what it offers, how the public perceives it, and what you hope to achieve through branding. Unlike product branding, place branding is far more intricate, involving multiple sectors, diverse communities, and numerous stakeholders.
The process typically unfolds in four key stages: initiation and organization (establishing stakeholder buy-in and project structure), research (analyzing current perceptions and opportunities), brand identity development (creating distinctive positioning and visual elements), and strategy implementation (rolling out coordinated actions across multiple channels). Integrating a branding strategy into a city's or country's operations usually takes around five years, while fully establishing the brand can take 10 to 20 years. Professionals need to be prepared to play the long game, transcending political cycles, while also working within deeply political structures. It’s not easy, but it’s worthwhile!
What are you planning to do next?
RMIT Vietnam is an exciting, dynamic university within the broader prestigious Royal Melbourne Institute of Technology ecosystem. I’ve worked in Vietnam over many years, and it has always been my favourite country. Not to mention one of the fastest growing emerging economies, with a strong tourism and economic development landscape, in a region ripe for place branding growth and development! Moving to Ho Chi Minh City, managing a busy program, working with dynamic academic colleagues (and taking advantage of all the amenities and travel opportunities the region offers) felt like a no-brainer.
My goal in Vietnam is to develop a strong, professional talent pool and a broader local understanding of place branding. In addition to teaching and delivering workshops through the PBA, I'm a founding member of the Asia Pacific Place Branding Association, where a group of committed academics conduct research and host seminars on regional place branding.
Most importantly, I'm dedicated to growing The Place Brand Academy to equip the next generation of professionals with the skills and knowledge they need to succeed.
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. 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, Trajectory"Dr. Giannina Warren is an incredible mentor and teacher who masterfully bridges the worlds of academia and industry in Place Branding. Since becoming my PhD Supervisor in 2022, she has transformed my academic journey through her ability to merge theoretical rigour with practical application. Her mentorship extends beyond research guidance—she has opened doors to teaching opportunities, industry connections through events like the Global Soft Power Summit, and hands-on experience with impactful projects such as the BarNET Zero initiative. What truly sets Dr. Warren apart is her talent for balancing critical insight with unwavering support, pushing me to excel while providing the tools and confidence needed to succeed. Her influence has not only shaped my research capabilities but has fundamentally transformed my development as both an academic and professional in the field of Place Branding."
Jibril Salifu
PhD Candidate, Middlesex University LondonDr. 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.