Joao R Freire

• Doctor of Philosophy
• Professor at Instituto Português de Administração de Marketing

This article aims to clarify the workings of place branding in a tourism context – destination branding. It has been recognized that the tourist buying decision has some unique aspects that differ from the more generic buyer behaviour. To have a clear idea about branding destinations one has to understand the specific characteristics of travel beha...

O Instituto da Comunicação da NOVA (ICNOVA) e a Escola Superior de Propaganda e Marketing (ESPM) convidam a comunidade académica, profissional, governamental e associativa a submeterem artigos de pesquisa ou estudos de caso, entre outros trabalhos na área de Place Branding, para apresentação na IV Conferência Ibero-Americana em Place Branding. Tr...

Increasing public scrutiny, intensifying consumers' demand for political correctness, and rising concerns about cultural appropriation have pressed marketers to reassess products, brand names, logos, mascots, claims, advertising, and so forth. This article reports on the evaluation of consumers' awareness of cultural appropriation within a destinat...

III Conferência Ibero-Americana de Place Branding : 29 e 30 set. 2022. >>>> Está aberto até dia 29 de maio o período para o envio de propostas para a III Conferência Ibero-Americana de Place Branding, que se realiza de 29 a 30 de setembro de 2022, em formato online. https://placebranding2022.fcsh.unl.pt/#home CALENDARIZAÇÃO: Notificação aos au...

The goal of this book is to understand how various European countries are developing their nation brand strategy. Do countries have a nation-branding strategy? Who manages the nation brand? Is there a governance model to help the brand management process? What are the challenges related to the management and implementation of a nation brand strateg...

The main objective of this article is to present an insight into the process of story creation in the travel section of British newspapers. The research presented focuses on this specific area of written press in order to understand how stories are created and how destination brand managers can use and control this source of information to build br...

This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally. Each chapter focuses on a specific European country, selected from a cross-section of large, medium-sized and small countries to provide a breadth of cases from across the contin...

Portugal is highly dependent on tourism and the country has established a strong organization, Tourism of Portugal (Turismo de Portugal), to manage this industry. Tourism of Portugal has the role of promoting Portugal in international markets. Nonetheless there is no single structure that manages the Portugal brand for tourism as well as for other...

A positive destination brand image depends on a number of factors. Food consumption is one of these. The aim of this paper is to demonstrate and clarify the relevance of food for destination brand management. To do so, this investigation employs a qualitative method of research: exploratory research. Using the Algarve (Portugal) as the empirical de...

Abstract: The leisure and tourism literature has suggested that seeking new experiences and/or escaping the routine are among the top motivations for vacations. Hence, ‘activities’ or ‘things-to-do’ becomes a relevant attribute to position and differentiate destination brands. Using non-structured in-depth interviews and elicitation techniques, thi...

The theory and practice of place branding has been drawn on to build strong destination images and position them in the minds of consumers. The naming of a product or service is integral to the development and implementation of branding strategies; place marketers, however, seldom have the opportunity to rename locations and thereby build brands fr...

Branding is a complex concept to apply to a destination. One of the main challenges is the functional definition of the brand. Which area does the destination brand cover? It is relevant to acknowledge that political borders of a destination are not necessarily the same as the destination brand borders. The present article is a case study, which wa...

It can be argued that place branding is now a well-established concept. The last few years have witnessed a flow of new research and publications in the area. The year 2002 can be seen as a pivotal one for the field. In that year, Nigel Morgan, Annette Pritchard and Roger Pride (2002) edited a book titled Destination Branding: Creating the Unique D...

Branding has become one of the most powerful tools in marketing strategy and its application has reach undreamed of areas. There has been a general agreement among academics and practitioners that places can be branded in the same way as consumer goods and services. Place branding is, however, a relatively new concept and there is a lack of empiric...

The relevance of place marketing is not limited to the attraction of investment, labour or tourism. Positive place image influences and helps sell products manufactured in a specific location. This indicates that the purpose of place marketing strategy should also take into account the improvement of image in order to sell products in international...

Purpose This article is a result of a much broader investigation that was seeking to understand which factors composed a geo‐brand. It is argued that not only should products and services develop a system of brand management focused on their identity which helps develop a coherent execution, places should also develop a similar brand management sys...

From this exploratory research it is concluded that tourists are relevant and an important factor for a place brand-building process; much of a place's image is likely to be created by stereotyping the holidaymaker. In this paper perceived holidaymakers are labelled 'other tourists'. The 'other tourist' factor is used to evaluate differences in pla...

The geo-brand concept (branding applied to places) has been attacked by different sectors of society, and using branding techniques in regions and countries has been seen as sacrilegious. Nevertheless, in the present case the arguments that are used to attack the geo-brand concept are flawed and should be reviewed. The geo-brand is not a creation o...

Branding has become one of the most powerful tools in marketing strategy. There has been a general agreement among academics and practitioners that places can be branded in the same way as consumer goods and services. Destination branding is a relatively new concept, however, and there is a lack of empirical academic research on the topic. This exp...