In the era of global capitalism, countries are not just states that make up the international community. They are also brands that compete for attention and resources in a vast market made up of different people and cultures.
But how do you make a country a brand positioned in this global market? What is a country brand and what is it for? How is it built? What advantages does it bring? In the case of Marca Portugal, how many billion euros is it worth? And how, after all, do you generate love and value for it?
moderator
speakers
Luísa Godinho
PhD and Master in Political Science from the Université de Genève and member of the University of London. She is an associate professor at UAL and a guest professor at the National Defense Institute. The country brand is one of his research interests, having developed an innovative method, based on meta-data, to study the perceptions and images that countries generate in the collective consciousness.
Speaker
speakers
Carlos Pacheco
Director of Communication and Brand at the Agency for Investment and Foreign Trade of Portugal. Master in Strategic Communication.