From the “Portugal Brand Project” to “Portugal sou eu”: which public policies for Portugal Country Brand?
Globalization generates homogenization and, simultaneously, a strong competition between countries, which creates a need for differentiation between them that governments seek to respond through country brand policies. Since the 1990’s, more and more countries have promoted brand policies to distinguish themselves from competitors and thus increase socio-economic progress. Portugal Brand arises in 1999 in the political agenda, characterized by the diffusion of political ideas of country brand. But the theme of the country brand still lacks a solid theorizing, emerging from in-depth case studies. With this article, we intend to contribute to fill this gap by analyzing the measures developed in the Portugal Brand until 2015, identifying the political ideas that underpinned them and explaining what resulted from this path.
Authors who publish in this Journal must agree the following terms and conditions:
- Authors retain copyright and grant the Journal the right to first publication, while simultaneously agreeing to a Creative Commons Attribution License, which allows others to share their work on condition that they cite the original author(s) and recognise that the latter’s work was first published in this Journal.
- Authors are authorised to enter into additional contracts separately, for non-exclusive distribution of the version of the work that is published in this Journal (e.g. publication in an institutional repository or as a book chapter), subject to recognition of initial publication in this Journal.