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The Evolution of Place Branding: A Darwinian Perspective


Places have increasingly been treated as brands that can be marketed. Prof. Gary Warnaby from Manchester Metropolitan's Institute of Place Management will share his views and research in the area with a specific focus on the use of famous residents such as Charles Darwin to build the reputation of Places.

Prof. Gary Warnaby graduated in history from the University of Newcastle in 1983. After completing postgraduate studies in marketing, he spent a few years in stores management with BHS plc in a variety of locations across the UK before settling down into higher education in 1991 at the Manchester Metropolitan University Business School.

He has since worked at the universities of Salford and Liverpool. His first professorial appointment was at the University of Manchester, and he recently returned to the Manchester Metropolitan University as Professor of Retailing and Marketing,  based in the Institute of Place Management.

Gary's research interests focus on retailing and the marketing of places, with a particular emphasis on the urban context. He has published extensively in the areas of retailing and place marketing. Results from his research have been published in various academic journals in both the management and geography disciplines, including Environment and Planning A, Journal of Business Research, Journal of Marketing Management, Marketing Theory, Consumption Markets & Culture, European Journal of Marketing, International Journal of Management Reviews, Area, Cities and Local Economy.

He is co-author of Relationship Marketing: A Consumer Experience Approach (Sage, 2010), co-editor of Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions (Springer, 2015), and most recently co-editor of Designing With Smell: Practices, Techniques and Challenges (Routledge, 2017).