‘Portugal as a Brand’ - a meeting with the Institute of Directors

70 members of the Central Branch of the Institute of Directors and the Portuguese Chamber met in March at the Portuguese Embassy to hear Robert Fox, MD of My Brand International Consultants give a talk on ‘Portugal as a Brand’.

In today’s global market place a strong national brand is increasingly regarded to be a vital national economic asset, critically important to driving and delivering future economic well being.  In his presentation, Robert examined the core ideas behind the concept of a national brand and demonstrated key issues that need to be considered when attempting to build a national brand.

In order to demonstrate the significance of brands, Robert began by looking at some well known makes of cars and consumer drinks.  From this he was able to show how branding works, what the process of branding could cost both in terms of money and commitment, and finally to look at how he, as a brand consultant, would begin to look at Portugal the country as a brand, taking into account current public current views and perceptions about Portugal.

The audience could take these principles and apply them to their own organisations, thereby building a positive image and raising the company’s profile.

After the talk guests enjoyed a light buffet featuring Portuguese wines supplied by the Portuguese Trade & Tourism Office, the official government body.

John Newgas, the CEO of the Chamber, thanked the Portuguese Ambassador Mr Antonio Santana Carlos for his generosity in making the Embassy facilities available for the event.

Robert Fox is Managing Director of MyBrand, a brand consultancy with offices in London, Lisbon and Sao Paulo. He can be contacted at r.fox@mybrandconsultants.com

Robert Fox of My Brand with HE Antonio Santanta Carlos, The Portuguese Ambassador

David StringerLamarre, Morley College & Jennifer Bunstead of IOD Centra