The present dissertation intends to reflect on the sustainable construction of the Portugal Brand, in view of its potential of generating value for Portuguese products, activities, services and brands, as well as to reflect on its potential organizational structure. It is a conceptual work that seeks to analyze the structuring, communication and marketing efforts supported and encouraged by various governmental and nongovernmental sectors in order to create a consistent and unique brand and to boost it and promote it both in national and international environments.
|Date of Award||22 Jun 2021|
- Universidade Católica Portuguesa
|Supervisor||Fernando Ilharco (Supervisor)|
- Brand management
- Mestrado em Ciências da Comunicação