A marca Portugal

: premissas para a construção da marca-país Portugal

Abstract

The globalised world economy has fuelled a higher level of dependency and interaction among countries in their ever increasing endeavours to achieve differentiation and communicate their competitive advantages. Pursuant to the above, the “brand” concept operates as a warranty seal while improving knowledge of the products it represents. The concept has evolved and has been applied to countries in the form of a country-brand concept. Several countries have defined brand definition strategies to leverage their national image and achieve economic growth through exports and tourism and attract foreign investment. In short, country-brands endeavour to create a perception of enhanced added value for several economic sectors, which are eventually directly or indirectly interconnected. My objective is to demonstrate the complexity and multidisciplinary nature of country-brands, whether or not they have been intentionally created. I shall provide examples of several specific cases of European and non EU countries of various sizes, in addition to providing greater detail on the case of Portugal. My aims, regarding the issues raised in this analysis are to help identify the premises that a country-brand, and, in this case the Portugal brand, should incorporate.

Date of Award	5 Mar 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)