Dr. João Freire on Place Branding in Portugal and the Middle East

Portugal | Dr. Joao Freire is a professor at Ipam and a researcher at ICNOVA in Lisbon, Portugal. His background in economics initially led him to work in the fields of finance and marketing for several multinational companies in Brazil, Portugal, and the United Kingdom. His greatest interest is in branding and specifically place branding. After years of quantitative and qualitative research, he has developed new ideas and unique methodologies for place brand identity construction. He is currently the Regional Editor (EMEA) for the academic journal Place Branding and Public Diplomacy.