Interview with Joao Freire, Portugal

Travel with us to Portugal for this week’s expert interview with Joao Freire, Professor in Marketing and Director of the Masters Programme in Marketing Management at IPAM/Universidade Europeia, in Lisbon. Joao is a founding member and belongs to the board of recently formed International Place Branding Association.

Learn about:

  • Why branding a place is so much more complex than branding a product or service;
  • The top five ingredients for successful place branding;
  • Where in the world do you see most interest in place branding research and practice;
  • His thoughts on Brand Lisbon;
  • How the brand image of Portugal changed over the last ten years;
  • Trends in destination marketing;
  • The main challenges – and opportunities – for country branding in Africa and the Middle East;
  • The top five ingredients necessary for successful place branding.

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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!