CEIT and Coimbra Business School launch Portugal Branding – Meios & Publicidade

By Sandra Xavier on November 30, 2022

The Strategic Center for Territorial Innovation (CEIT) and Coimbra Business School launched, this Tuesday, Portugal Branding – National Program for the Development of Territorial Brands. This is a research project that aims to map, recognize and implement the best practices in terms of managing territorial brands in Portugal.

Portugal Branding is a structured platform and program for the qualification of territories in the fields of branding and territorial marketing. In the initial phase, the project is aimed at municipalities. According to the project’s promoters, “the aim is to create a scientific benchmark in terms of territorial brand management and support municipalities in detecting opportunities for improvement and recommendations for evolution towards an authentic strategic operation of branding and territorial marketing” .

Cristóvão Monteiro, executive president of CEIT, explains in a statement how the program will work: “A team of specialists will assess the state of maturity of the respective territorial brands through a matrix of criteria subdivided into five axes of action ranging from governance brand identity and perception.”

For Alexandre Gomes da Silva, president of Coimbra Business School, “this is a project that crosses two inseparable realities in the context of current competitiveness, scientific research and practical applicability at the level of territories. We are also increasingly consolidating our Territorial Branding Observatory as a national reference laboratory in terms of training and research into territorial brands, fostering dialogue between academia, companies, municipalities and government entities”, points out the official.

Source: Meios & Publicidade by www.meiosepublicidade.pt.

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