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Case Title:

Portugal’s Image Rebuilding Campaign: Will it be Successful?

Publication Year : 2008

Authors: Bhavesh Makwana, Joel Sarosh Thadamalla

Industry: General Business

Region:Portugal

Case Code: BBP0096A

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Portugal, (the Portuguese Republic officially) one of the oldest countries of Europe located at Southwest of Europe started attracting investors and foreign tourists through its liberalisation policies and economic reforms after its independence. But, due to its negative image among the European countries following safety issues, the tourist flow and the Foreign Direct Investments (FDI) were decreasing considerably. The low cost producer countries from central Europe and Asia further aggravated this situation by providing stiff competition to Portugal in attracting FDI. In 2007, a coalition government decided to launch a new promotional campaign called ‘West Coast of Europe’ to rebuild its brand image among investing community and tourists. The case discusses whether such an image rebuilding campaign would help countries to attract investors and foreign tourists.

Pedagogical Objectives:

  • How to promote a country as a brand?
  • Brand rebuilding and positioning strategies of Portugal
  • Challenges faced by Portugal while implementing new image rebuilding campaign.

Keywords : Portugese Republic, Tourism Industry, Emerging Low-cost Producer Countries, Brands and Branding Case Study, Advertising Campaign, West Coast of Europe, Economic Climate, Inward FDI Flows, Country Brand Image, Emergency Austerity Plan, Economic and Social Impact, Pousadas Tourists, The Portuguese Government, Portugal Economy, Country Re-branding Strategies

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