Why Manchester in late October? Not for football, rain, or its legendary music scene this time. Instead, it was the stage for the 9th Annual International Place Branding Association (IPBA) Conference, expertly hosted by Manchester Metropolitan University. The venue delivered, the food delighted, and the rare sunlight — at least to this Swede — felt positively Mediterranean.
Reports Olga Rauhut Kompaniets, TPBO’s Associate Editor, Research.
I attend IPBA conferences every year and had the honour of co-organising the 2023 edition, so I understand well the unique mix of adrenaline, stress, and joy involved in pulling off such an event. This year broke records, becoming the largest IPBA conference to date. What sets IPBA apart is its atmosphere: part academic symposium, part practitioner forum, and wholly a reunion of people dedicated to shaping better places. Or as one newcomer aptly put it, “a weird and lovely bunch of people.”
The gathering drew 150 delegates for three days of panels, papers, and spirited debate. Conference chair Mihalis Kavaratzis, flanked by co-chairs Chloe Steadman and Nikos Ntounis, noted the rising presence of practitioners — a clear sign that place branding is no longer confined to academia. The baton now passes to Lisbon, with expectations rising.
Start before the start
Officially, things began on “Day 0” with the Doctoral Colloquium — though it felt more like Day 1. Gary Warnaby opened with a keynote on critical perspectives in place branding, using Manchester as his canvas. Supporting PhD researchers remains a conference highlight; today’s tentative voices will return as tomorrow’s thought leaders.
For Ioana Stoica, who began her IPBA journey as a PhD student, this sense of continuity is everything: “IPBA is more than a network. It’s a big family.”
Later came the city walk — equal parts tour and urban riddle — prompting attendees to view Manchester through a critical, creative lens. The welcome reception followed, complete with cocktails inspired by the organisers’ research. Where else might one order an “Atmospheres of Manchester” or a seasonal “MCR Monster”? Place branding meets mixology: niche, yes, but oddly scalable.
Evolving field, expanding scope
This year’s programme offered a snapshot of a field in flux — greener, more participatory, and increasingly digital. Giannina Warren called IPBA “a home and a new frontier”, while Nigel Morgan reminded us of the need for coherence amid multidisciplinary growth.
That blend of rigour and relevance was widely noted. “The number of presentations with real-world applications was striking,” said Magdalena Florek. For Iryna Mushtina, this translated into practical tools: “Openness to challenge existing models is key. Place development is never one-size-fits-all.”
Practitioners and academics met as equals, exchanging frameworks, frustrations, and ideas. First-time attendee and currently TPBO’s Special Advisor for Middle East, Sara Seif Ibrahim praised the balance, while Dimosthenis Brousalis valued the diverse perspectives: “You realise how differently the field is approached, yet how many threads connect us.”
As Viriya Taecharungroj observed, “IPBA 2025 signals that the field of place branding is moving in a healthy, future-oriented direction. The strong presence of practitioners shows a growing blend between scholarship and real-world practice”.
From marketing to governance
If one trend stood out, it was the shift from brand as message to brand as method. Place branding is becoming an instrument of governance, shaping policy and diplomacy as much as perception. “We need new metrics,” said Nigel Morgan, “to show the social value of place branding.” Chris Wade added, “Management and branding are ends of the same telescope.”
Feeling our way
Emotion emerged as central theme. Michael Persson Gripkow argued that “emotions are not soft dimensions but core infrastructure.” Places, he said, are felt before they are understood. This perspective is gaining traction, not as a sentimentality but as strategy.
The case for co-creation
Stakeholder networks, citizen engagement, heritage-led regeneration — all signposts of a more collaborative model. Emma Björner identified co-creation and authenticity as foundational, not optional, for building resilient brands.
Ethics, ecosystems, and contested ground
Beyond buzzwords, conversations turned ecological and ethical. From biodiversity to anti-tourism, places are being debated, not just promoted. Cecilia Cassinger noted, “Critique is not a threat but a path to renewal.” Michael, again, highlighted rural resilience: “In some regions, survival is the goal. Not growth.”
Smart cities and digital diplomacy
AI and tech made their presence felt — from smart transitions to augmented reality. But questions remain. Can smart cities be inclusive, or are they just better at broadcasting?
Keynotes and provocations
The keynotes did more than anchor the programme; they pushed it forward. Victoria Braddock spoke on Manchester’s brand posture; Sebastian Zenker decoded urban touchpoints; John Till and Therasa Garrod brought narrative-led transformation to the fore, offering the example of Bolsover’s youth-led identity work.
Dominic Medway’s opening challenged us to examine nationalism in branding. “Pride and progress,” as Emma Björner recalled him saying, “can become problematic.” Serious place branding, it seems, demands patience and moral clarity.
Artful methods and warm hearts
The IPBA Art Gallery returned with collage, street art, sketches, and soundscapes—reminders that place is as much felt as analysed. Florida Clements applauded the range of expression, matched only by the warmth of the people behind it.
“It feels like coming home,” said Ioana Stoica. Magdalena Florek echoed that sentiment: “IPBA is more than academic. It’s ethical. It’s human.”
As Norberto Muñiz Martinez from the University of León put it: “IPBA is an enriching time for knowledge exchange among academic friends and an occasion to visit an interesting city every year.”
Looking ahead
Thanks to the organisers for flawless execution and warm hospitality. Thanks to the IPBA Board – Robert Govers, Hong Fan, Martin Boisen, Magdalena Florek, Nigel Morgan, Mihalis Kavaratzis – for pulling off another excellent event.
Manchester – you were generous.
See you all in Lisbon in the end of October 2026 for the 10th Anniversary IPBA conference. Rumour has it there will be surprises. And definitely more sunshine (and coffee).
Olga Rauhut Kompaniets serves as Associate Editor Research for The Place Brand Observer and attended the 2025 IPBA Conference in Manchester on TPBO’s behalf. Based in Sweden, Olga is a researcher and educator specialising in place marketing and branding, with a focus on sustainable development and stakeholder engagement. She is Senior Lecturer in Business Administration at Halmstad University, where she leads the master’s programme in Responsible Global Marketing.
For more about IPBA, visit PlaceBranding.org
