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Universidade Autónoma de Lisboa

e-ISSN: 1647-7251

VOL15, N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025

PEOPLE AND PLANET FIRST: TESTING AN APPROACH TO PLACE BRANDING IN

THE DÃO WINE REGION

JOÃO PEDRO REIS

joao.pedro.silva.reis@gmail.com

He is currently a PhD student in Marketing and Strategy in a joint programme between the

University of Minho, the University of Aveiro and the University of Beira Interior. Her research

focuses on topics such as place branding, destination branding and country of origin. With a

business career in marketing, he is currently Head of Commercial Development at Sogrape

Vinhos S.A. ORCID: 0009-0004-5274-1772.

DENISE HENRIQUES

dquintela@fcsh.unl.pt

Denise Henriques has a PhD and a master´s degree in Public Policy, and a degree in Social and

Cultural Communication. She is the Director of the Post-Graduation in Placebrand and Place

Marketing of ISCTE Executice Education, and a researcher at CIES/ISCTE-IUL and ICNOVA-

Institute of Communication of the Universidade Nova de Lisboa. She developed with AICEP-

Agency for Investment and

Foreign Trade of Portugal, the Strategic Plan of Portugal Nation Brand and she was invited by t

he United Nations to develop the Guinea Bissau Digital Strategy.

She is the author of the book Marca Portugal: Políticas e Atores, published by ISCTE

and finaced by IAPMEI-Agency for Competitiveness and Innovation of Portugal,

as well as other scientific publications and international communications.

She has been an invited member of the scientific committee of several scientific events

and international networks, in her expertise and research interest areas: Placebrand;

Placemarketing; Inteligent and Sustainable Policies. ORCID: 0000-0003-4432-3947.

Abstract

This article suggests a new approach to place branding and place marketing, applied to a case

study – the Dão Wine region – and focused on People and Planet, rather than on consumer or

customer-centric approaches, which have been used extensively in marketing. Methodology

includes literature review, data collection, interviews, empathy maps and field observation in

the region. Main findings show the relevance of an expanded perspective of People and Planet

marketing mix applied to place brands and place marketing versus the traditional approach

used in commercial brands.

Keywords

Place brand, Dão wine region, People and Planet First, customer/consumer-centric, Public

Diplomacy.

Resumo

Este artigo sugere uma nova abordagem ao place branding e ao place marketing, aplicada a

um caso de estudo - a região do Vinho do Dão – e centrada nas Pessoas e no Planeta, em vez

de abordagens centradas no consumidor ou no cliente, que têm sido amplamente utilizadas

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

no marketing. A metodologia inclui revisão da literatura, recolha de dados, entrevistas, mapas

de empatia e observação de campo na região. Os principais resultados mostram a relevância

de uma perspetiva alargada do marketing mix, People and Planet, aplicada a marcas e

marketing de lugares, em comparação com a abordagem tradicional utilizada em marcas

comerciais.

Palavras-chave

Marca local, região vitivinícola do Dão, People and Planet First, centrada no

cliente/consumidor, Diplomacia Pública.

How to cite this article

Reis, João Pedro & Henriques, Denise (2025). People and Planet First: testing an approach to place

branding in the Dão Wine Region. Janus.net, e-journal of international relations, VOL 15 N.º 2,

TD2. Thematic Dossier – “Place Branding and Public Diplomacy”. February 2025, pp. 73-93.

https://doi.org/10.26619/1647-7251.DT0125.4.

Article received on 15 October 2024 and accepted for publication on 29 november 2024

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

PEOPLE AND PLANET FIRST: TESTING AN APPROACH TO PLACE

BRANDING IN THE DÃO WINE REGION

JOÃO PEDRO REIS

DENISE HENRIQUES

1. Introduction

This article suggests a new approach to place branding and place marketing studies and

the application of those developments in constructing a place brand in the Portuguese

wine region known as the Dão. Firstly, in the introduction, this approach is contextualized

in the scope of place brand as a scientific discipline. Secondly, it refers to the evolution

of the marketing mix concept and presents the model of People and Planet. Thirdly, study

contributions are discussed, resulting from applying this framework to the Dão wine

region, including a brief contextualization of the region’s history, current positioning and

main challenges in the future. Finally, the most relevant conclusions are summarized, as

well as the study limitations and further research opportunities.

The study benefits from the empirical experience of its authors, since one has been Head

of Marketing in Sogrape, the largest Portuguese wine company (Dinheiro Vivo, 2024),

for the last six years, and the other designed the Portugal Nation Brand Strategy with

AICEP-The Portuguese Agency for Trade & Investment. The authors have experienced

the relevance of place brand as a key component of Portuguese wine identity, in a

business-to-business client (B2B) and business-to-consumer (B2C), both domestically

and internationally.

Additionally, the author from Sogrape observed, not only from his own experience in the

Company but also from forums where he represented Sogrape, like debates organized

by cross-sector associations including ViniPortugal (representing all wines from Portugal

with appellations), Vinho Verde wine region marketing committee, Dão wine region

marketing committee, among other forums, where the national and regional wine place

brands were discussed to enhance the exports of all Portuguese wines with appellation.

These observations have strengthened the perception that there is a need to articulate

the place brand strategy with commercial brands, to ensure that place branding and place

marketing add value to their respective places and products.

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

2. Theoretical and conceptual approach: the opportunity within place

brand and place marketing

Countries, regions and cities are increasing their investment to create or improve their

place images to achieve economic gains through an increase in exports, investment and

tourism (Dinnie, 2022). However, only a few places have managed their place brand

strategically and consistently in the long term (J. Freire, 2021). For example, Portugal

has significantly improved its reputation over the past decade, especially for tourism

purposes (Bloom Consulting, 2011, 2024), despite not having, as its neighbor Spain does,

a clear place brand public policy and a clear value proposition for the “Portugal” nation

brand (Quintela, 2020, 2023).

The “father” of the nation brand, Simon Anholt, who developed the Competitive Identity

concept and its Hexagon (Anholt, 2007), and who created, in 2005, the international

comparison index for country reputation, currently known as Anholt-IPSOS, claims that

countries have multiple components contributing to reputation and that nation branding

does not work by itself nor as a mere result of place branding campaigns. Numerous and

heterogenous factors, such as public policy, governmental decisions or even the actions

of famous public figures and the success of national gastronomy around the world can

impact a country’s reputation (BBC News, 2018).

His work organizes the nation brand into five key factors: the natural beauty of the rural

and urban landscape, the hospitality of the people, the degree of technological

development, the “hard power” (strength of the economy and military power) and, most

importantly, the contribution of the nation for the world (Anholt, 2021). In summary,

“places are judged by what they do, not by what they say about themselves” (Anholt &

Co., 2024). Public diplomacy assumes a special role in this context.

Anholt introduced the public diplomacy concept in 2007, defining it as the set of actions

that political decision-makers develop to captivate public opinion both domestically and

abroad. This differs from conventional diplomacy, which is more oriented towards inter-

nation relationships. Since then, two phenomena have arisen:

1) Sub-topics have been derived from the terminology, including economic

diplomacy, more focused on companies and investors; scientific diplomacy,

focused on research networks and higher education internationalization and

cultural diplomacy which, similarly to large sporting events, materializes large

expo events that stir people’s emotions and contribute to higher empathy among

different cultures, boosting tourism, exports and investment like in Spain after

Seville 1992 Expo or in South Korea after the 1998 Olympic Games in Seoul

(Quintela, 2020).

2) Globalization, allied with the emergence of social and digital media, has

transferred more and more visibility from national political protagonists to regional

and even local decision-makers, and to sector and corporate associations, whose

influence extends beyond territorial borders. This phenomenon has generated a

diffusion of interest and power centers, transforming the public diplomacy arena.

The sector and civil associations, for example, do not suffer from the public image

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

erosion that politicians typically do, and generally, have more advocates and

followers spread around the world, facilitating the public diplomacy work

(Quintela, 2020).

As a result, despite Anholt (2007) considering that place marketing is not the most

important vector of place branding, it is accepted that, together with public diplomacy, it

supports place brand development. Currently, it is unanimously accepted by scientists

and practitioners that the development of a place brand – a concept that includes country,

region and city brands - involves a marketing approach different from a commercial

brand, following a more holistic marketing mix (Quintela, 2023 in Barreto, Freire e Brito).

Although nation branding has expanded its case study base (Dinnie, 2022) as academia

and practitioners have been more in contact (Kaefer, 2021), there are still many

questions for theoretical and practical research, including:

1) how can place branding contribute to achieving sustainable development goals

(SDGs)?

2) how can place branding professionals utilise commercial brands as relevant

stakeholders for common value creation?

Both these questions could benefit from new conceptual thinking as well as applied case

studies, not only at a national level but also at a regional and city level. As mentioned by

Mariutti (2019), there is space for theoretical and methodological alignment relating to

place brands.

3. Methodology: People and Planet First, a new holistic model

The framework proposed for the alignment of place branding and place marketing is a

model of ‘People and Planet First’ expanding the marketing mix initial proposal. Marketing

mix was developed in the 1960s with 4Ps – Place, Promotion, Price and Product (McCarthy

& Perreault, 1960). To this initial set, services’ marketing added three other Ps – People,

Process and Physical Evidence (Booms & Bitner, 1981), a perspective that was later

defined as New Marketing Logic, highlighting the change over the past 50 years from a

“transaction focus” to a “relational focus”, the common denominator of “customer-

centric” (Vargo & Lusch, 2004). Given these two approaches are company-focused,

another lens was later explored by academics and practitioners, namely the “consumer-

centric” lens, where Price was analyzed as Consumer Cost to satisfy, Place as

Convenience to Buy, and Promotion as Communication (Lauterborn, 1990), which

evolved to address all marketing as an experience in an omnichannel and digital world

governed by 4Es rather than 4Ps: Product as Experience, Place as Everywhere, Price as

Exchange and Promotion as Evangelism (Fetherstonhaugh, 2009).

The original McCarthy & Perreault model (1960) remains relevant today, having been

used in the Principles of Marketing, by Kotler and Armstrong’s 19th Edition (2023). All

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

products, even those that are free, have in price a key element of their value proposition

and must have a physical or online point of sale. The 4Cs and 4Es lens has added useful

perspectives, which are deployed by some of the most successful commercial brands

around the world (Danziger, 2017).

There is however a window of opportunity for an additional lens for the development of

place brands which is partially covered in the marketing definition of the American

Marketing Association, namely “Marketing is the activity, set of institutions, and

processes for creating, communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at large” (AMA, 2024). To be effective,

in the light of Anholt’s insights about the determinants of the reputation of a place brand,

place marketing should focus on the value for “society at large” first, namely in People

and Planet.

Place brands are far more complex than commercial brands. They are collective

constructs that have potentially millions of “owners”. While commercial brands are,

ultimately, owned by a single entity that owns trademarks, protects the brand and

promotes the brand to achieve its objectives, place brands are a sum of multiple entities

that live, breathe, promote and impact the brand, including the local population,

companies, political decision-makers and all the stakeholders that build public opinion

regarding it (Quintela, 2020).

The rise of social media, user-generated content and the rise of regional and city brands

challenged the conventional top-down nation branding (Dinnie & Sevin, 2020). Freire had

already identified “Local People” as a critical dimension for place brands as a factor of

decision for consumers (J. R. Freire, 2009), similar to the People P mentioned in the

service marketing. Here the People component proposed is not proposed in the service

provider perspective but as the locals being the de facto brand owners. As pointed out in

Mariutti’s revision of studies on country-of-origin, nation branding, country branding and

country reputation, “social science research recognizes many conceptual

interconnections between the various sub-themes” (Mariutti, 2017) and a significant

effect is mentioned as part of a Pakistani study: “if a country is negatively stereotyped

on the global stage, it weakens the ability of people to live their nation’s brand” (Yousaf

& Li, 2015). This highlights the two-sided relationship between a place brand and its

People.

Given the openness provided by the authors Booms & Bitner (1981) who claimed that

the Marketing Mix is dynamic, and bearing in consideration that other approaches have

been conceptualized, especially in the field of sustainable tourism (Pomering et al.,

2011), a new Marketing Mix lens is proposed called “People and Planet first”:

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

Figure 1 - Marketing Mix Lenses

Source: Authors

In the model proposed, there are two critical tasks, inseparable sides of the same coin.

The first task is to ensure that the interaction between the place and its People is a long-

lasting positive Relationship

, and the second task is to establish a sustainable Balance

between the product or service with the Planet.

Relationships require mutual understanding. Hence, the chain starts with listening to

what the place brand currently means to stakeholders and what they want or dream it

could become. This forces traditional “commercial brands’ marketeers” to step back from

their usual modus operandi, towards a more holistic and realistic vision. More than a

“top-down” imposed vision, as can be the case with commercial brands, the future of

place brands depends on the sum of the contributions of agents in that territory.

The first step is to identify the stakeholders. For that, this study suggests the

“Power/Interest Matrix”, a best practice promoted by the European Commission (FI4INN,

2024). This provides a roadmap to help understand people’s different perspectives, from

residents to consumers, from weekend tourists to owners of companies and potential

investors.

The second step is to define the best format to capture each stakeholder’s insights most

effectively considering both formal and informal settings. Depth, not necessarily volume,

is critical here. To capture the distinctive aspects of the Dão wine region, this study

includes significant data collection on wine tourism and wine export statistics, 10 script-

based interviews with key stakeholders, three co-created empathy maps as well as

consumer online surveys undertaken by 72 Portuguese and 80 American consumers.

The stakeholders selected for interviews represent the producers (four interviews) and

the entities responsible for the Dão wine region brand and for promoting Dão and

To highlight the concepts, People, Relationship and Planet and Balance will be used with initial letter in

caps, from this chapter onwards.

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

Portuguese wines (six interviews). These script-based interviews last at least one hour

and are focused on past and current perceptions of the region as well as perspectives for

future development. In addition to the formal interviews, informal gatherings (e.g. those

after DWRB marketing committee meetings) are also insightful.

For the empathy maps, three individuals are selected to offer differing perspectives of a

resident, a national tourist and an international tourist. The co-creation sessions have no

set duration - actual sessions ranged from 1 to 4 hours - and have an open conversation

mode resulting in deeper insights. Empathy maps identify core issues relevant to the

place brand and encompass not only what interviewees say, but also what they see, feel

and hear (Dam & Siang, 2020). This is critical to gaining a true understanding of the

Relationship the place brand establishes with stakeholders.

An online self-reported survey to 72 consumers in Portugal and 80 consumers in the

United States, key markets for the Dão wine region, is used to assess their current

perception of the region, its products and associated key brands, and to learn about their

previous visits to the region or plans to visit in the future. A statistical summary of the

results is included to interpret the current perception of consumers, but also as insightful

sources to challenge interviewers.

The third step is to run a qualitative assessment of the information gathered using the

holistic model, starting with the holistic Relationship perspective and then exploring the

other three lenses, split into the two axes by asking key questions:

• Relationship-Exchange-Cost to Satisfy-Price axis: Is the place brand able to have

sustainable repetition from the visitors, investors and consumers of its products

and are its residents happy with the resulting current inflow? Is the exchange (of

visiting or consuming the place’s products) fair to the consumer or over/under

delivering and is it profitable for operators in the long term? Is the cost to satisfy

and the price competitive vs other alternatives?

• Relationship-Evangelism-Communication-Promotion axis: Does the audience

relate to the People of the region (including local producers, its workers,

gastronomy sector) and are they proud of the region’s positioning? Are there

ambassadors, loyal fans promoting the place brand? Is the place brand

communication connecting with the audience? Are the place brand’s promotion

efforts reaching an audience open to potential repetition rather than just novelty-

seeking?

The other side of the chain, Balance, first requires identifying a framework that can be

used holistically to assess the place’s Balance. The framework needs to be adapted to

the place in question and allow for a comprehensive analysis of not just the

environmental issues, but also on additional elements including geography, architecture,

urban and/or rural landscapes as well as traditions, key artefacts and celebrations.

Secondly, it is important to understand the life cycle impacts of the place’s key products

and services. Consumers are more aware of sustainability and mention how it plays a

more relevant role in their purchases, especially after the Covid-19 pandemic (McKinsey

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

& Company, 2021). Striking a Balance with the Planet means minimizing the impact of

the place’s activities on the territory for citizens’ future generations.

Thirdly, getting to know and visualize the physical territory which includes the geography,

natural habitat, housing, architecture, natural resources, climate, colors, sayings, music,

dances, flags, food and so many other characteristics that make each Place unique. It is

therefore critical to feel the physical territory with authenticity being a central element

to successful place marketing with all five senses – what it looks, smells, sounds and

tastes like and what it feels texturally. What is truly unique, distinctive and realistic about

a place brand, including its People and Planet, is key to developing a credible, sustainable

and “sellable” place brand (Quintela, 2020). The approach recommends visiting in

person, ideally with no agenda, and adopting the perspective of a resident or tourist. For

the Dão wine region, site visits were selected based on desk research resulting in 37 sites

representative of the region for both residents and national and international tourists to

visit, of which 13 were selected for actual visits representing landmark hotels, key

cultural locations and gastronomic references, as well as natural sites and wine

producers, mostly in the cities of Viseu, Mangualde and Nelas.

The final step is to run a qualitative assessment that considers all of the aforementioned

inputs above and seeks to answer the following questions:

• Balance-Experience-Consumer Needs-Product axis: Are the place’s products

and/or services designed for circularity, neutrality or even positive impact on the

place’s environment? Is the entire experience, digital and physical, of acquiring

and enjoying the place’s products or services engaging or is it a single-way flow?

Are the consumers regularly consulted about satisfaction and new needs? Are the

residents proud of the product’s perception as representative of the place?

• Balance-Everywhere-Convenience-Place axis: Is the way the place brand’s

products and services are sold minimizing the impact on the environment? In

providing convenient sales “everywhere”, is the brand taking into account the life

cycle impact? Is the place gaining in biodiversity and preserving its cultural

heritage? Are the products and services being sold at points of sale that reach the

right consumers? Are technologies being used to facilitate consumer access?

In summary, the People and Planet lens applies to a place brand as a first step to truly

understanding the brand’s current positioning and perception as well as providing

valuable insights into avenues for branding and marketing efforts going forward.

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

Figure 2 - Summary of People and Planet First Approach

Source: Authors

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

4. Discussion and Study Contributions

The Dão Wine Region was defined in 1908, and legislated in 1910, becoming the first

non-liquor wine region demarcated in Portugal (CVR Dão, 2024). The region includes

over 2,000 producers, circa 13 thousand planted vineyard hectares (about half of the

Alentejo wine region) (IVV, 2024), with a production of over 17 million liters. Portugal is

the most relevant market (63% of consumption in 2022), but it has important volumes

to Canada, USA, Brazil and Switzerland, which represent over 90% of total exports (CVR

Dão, 2024).

The region was designated by the “Estado Novo” (Portugal’s political regime from 1933

to 1974) as “Portugal’s winery”, as part of industrial planning policy (Vieira, 2024), which

led to a focus on productivity and a general loss of quality (Mayson, 2024). The system,

focused on cooperatives, ended only with Portugal’s integration into the European Union.

Private operators became able to invest in the region and change winemaking practices.

Sogrape was present in the region before 1986 but was now allowed to buy grapes

directly from producers and to establish its own vinification by acquiring Quinta dos

Carvalhais vineyards in 1988 and building a modern winery in 1990.

Thanks to the vinification studies made by Engineer Alberto Cardoso Vilhena in the Centro

de Estudos Vitivinícolas do Dão, winemakers in the 1990s could taste and select from

several single varietal micro-vinifications, the most important grape varietals for the

future development of the region, with the aim to restoring high standards. This it has

done (Mayson, 2024), although most experts recognize it is still far from fully realizing

its full potential (Vieira, 2023).

The current study applies the People and Planet First holistic model to the Dão wine

region, a region that is shifting its focus towards quality and aligning itself more with the

superior recognition niche (small selected market segment) positioning. Figure 2

illustrates the first step in the People and Planet first approach: the stakeholders mapping

of the place brand – the Dão wine region – as a starting point for the Relationship axis

of the Marketing Mix.

The interviews result in insights regarding the marketing mix of the region, including the

perspective not only of DWRB, but of producers too. In most cases, the history of volume

and low quality is mentioned which reflects it is an important perception to overcome,

not just in the eyes of the consumer, but also to the producers and the residents

themselves. A visible step-change seems required, perhaps in the form of a rebranding,

relocation of headquarters or beginning of a new event that demonstrates the

rejuvenated, higher quality Dão wine region. Several opportunities are mentioned,

including the limited, but relevant growth of high-quality restaurants and new hotel

venues located not just in the urban areas but also, increasingly, linked to the vineyards.

Empathy maps result in very different insights. A young resident in Viseu understands

the importance of wine to the region but does not see it as relevant to the daily city life.

As a mere example, Viseu holds, during August, one of Portugal’s oldest fairs – now in

its 633rd edition (Público, 2024) - with hundreds of thousands of visitors. Despite histo-

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

Figure 3 – Stakeholder Mapping of the Dão wine region place brand

Source: Authors

rical connections to wine and a large audience, the fair did not have a relevant presence

of Dão wines in recent years, thereby losing touch with its local population. The Viseu

District, where the Dão wine region is mostly based, includes an urban context, a city

with over 100,000 inhabitants, and a rural landscape whereas most municipalities have

10,000 residents or fewer. Like most urban areas in Portugal, Viseu faces a housing

shortage and the lack of affordability common to major cities, but also faces a challenge

of regional cohesion with a lack of public transportation for those looking to explore the

region, locals included. A young person looking to go from Viseu to Serra da Estrela –

mainland Portugal’s highest mountain and a relevant tourist attraction – a little over

70km away, may take two entire days to reach their destination via public transport,

which deters young residents from to visiting rural areas in the region.

A national tourist empathy map co-creation shows that even those with family ties to the

region mention a lack of reasons to visit including restaurants, cultural attractions or

even reference stores, despite the relatively short distance to Porto (circa 1 hour away)

and Lisbon (circa 2 hours). These detailed insights - uncovered through the empathy

maps - are likely the key reasons behind more than half of the Portuguese consumers in

the survey not having visited the region in the past. On the other hand, from an

international tourist’s perspective, there is interest in the region’s unique wine

component. However, a lack of other key attractions tempers their interest, particularly

for those traveling with a non-wine connoisseur. As an example, Buçaco, a palace and

garden in the Bairrada region (next to the Dão), was mentioned as an interesting place

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

to start a journey into a more natural experience in the “Beiras” (a popular reference

which includes Bairrada, Dão and Beira Interior wine regions).

The consumer survey provides an analytical perspective regarding the issues of the

region’s visibility and quality perception. Portuguese consumers attribute a Net Promoter

Score

(NPS) of 11 and American consumers an NPS of -13. These figures are

considerably below benchmark figures of both consumer goods and luxury goods, 42 and

86 respectively (Customer Gauge, 2022). This means that the perception of the ongoing

quality transformation has not been acquired by the consumer yet. While there are still

entry-level low-quality wines produced by the region, it is recommended they are not

labeled as “DOC Dão”, but instead carry a regional wine appellation (such as “Regional

Beiras”) to clearly differentiate the region’s quality. Besides clearly addressing the lower

quality wines, the region could clarify its higher quality wines. As an example, the region

created in 2014 the classification “Dão Nobre” a unique classification for superior wines.

However, since its inception, only five wines in three different vintages (2015, 2018,

2019), all from the same producer have been awarded this classification (Pinto da Silva

& Esteves da Silva, 2022). As it stands, this classification prevents the region from being

regarded as high-quality.

Concluding the Relationship component with the holistic questions, there are additional

possibilities for the place brand to explore. On the Relationship-Exchange-Cost to Satisfy-

Price axis, there are many opportunities including, but not limited to:

• Holistic Question (HQ): Is there sustainable repetition from visitors, investors and

consumers? Short Answer (SA): The region currently does not track this nor do

any other entities (Turismo do Centro) but the data shows that few national or

international tourists consider the Dão, let alone repeatedly.

• HQ: Are the People of the place happy with the resulting current inflow? Is the

exchange (of visiting or consuming the place’s products) fair to the consumer or

over/under delivering and is it profitable for operators in the long term? Is the

cost to satisfy and the price competitive vs other alternatives? SA: Currently, as

perceived in the consumer survey, the value proposition is not yet over-

delivering, and the region needs to establish higher quality standards and

separate the Dão DOC from entry-level wines. Given that there is an

abandonment of vineyards, it seems older, less professional producers are not

sustainable. On the other hand, the region is seeing an inflow of producers from

other regions, including high-end investments which suggest potential

profitability for higher-end positioning. With a vineyard area of about half of

Alentejo and a third of the Douro, the Dão is still transitioning from the previous

“Portugal’s winery” positioning towards its natural “boutique” (i.e. smaller in

volumes, but at higher perceived value) positioning.

To assess Net Promoter Score (NPS), consumers are asked about the likelihood to recommend a

product, service, or organization on a scale of 0-10. The NPS score is calculated by subtracting to the %

of “promoters” (those scoring 9-10) the percentage of “detractors” (those scoring 0-6)

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

On the Relationship-Evangelism-Communication-Promotion axis, there are also

opportunities including, but not limited to:

• HQ: Does the audience relate to the People of the region (including local

producers, its workers, gastronomy sector) and are they proud of the region’s

positioning? SA: While there was no evident negative sentiment from the

interviews, the legacy of low quality did weigh on most answers. A more

connected brand image and resident-focused campaign could help create a

stronger sentiment of belonging. As an example, using artificial intelligence - for

visualization purposes - and making use of all interview data and region inputs,

it was possible to develop an alternative logo that better reflects the region’s

unique qualities and portrays the Dão resident’s calm, joyful and friendly

characteristics. Co-creating the logo with local producers, residents and tourist

operators could result in a stronger buy-in from all of the region’s economic

operators.

Figure 4 – Current Dão logo (Source: CVR Dão) and artificial-intelligence proposed logo for

the Dão wine region

Source: made with ChatGPT and Dall-E

• HQ: Are there ambassadors, loyal fans promoting the place brand? Is the place

brand communication connecting with the audience? SA: While there are several

key opinion leaders, prominent distributors or sommeliers fans of the region, a

“Friends of the Dão” network could be created to form the basis of public

diplomacy work and extend beyond commercial connections via formal and

informal ambassadors. For example, the more than likely first Portuguese Master

of Wine is a producer in the Dão region (Pacheco, 2023) and could be a terrific

brand ambassador.

• HQ: Are the place brand’s promotion efforts reaching an audience open to

potentially repeating rather than just novelty-seeking? SA: DWRB did not show

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e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

evidence of having clear brand guidelines including positioning and target

audience. This could be an opportunity to define a more targeted audience more

likely to repeat and thus become more loyal and sustainable long-term.

Regarding Balance, framework first. The Dão wine region is mostly a rural region with an

abundance of natural landscapes, agriculture and historical traditions. For this, the

Agroecology elements published by the Food and Agriculture Organization represent a

comprehensive list to cross-check for sustainability, from diversity to culture and food

traditions.

Figure 5 - 10 Agroecology Elements

Source: FAO/UN, 2019

For the second step, the most relevant life cycle impacts in the wine business are in glass

manufacturing and transportation, especially road freight (Pinto da Silva & Esteves da

Silva, 2022). Several producers mentioned have reduced bottle weights in recent years.

As for sales, as mentioned, most are already in Portugal and most export sales are served

by sea freight including Canada, Brazil and the USA, although their last mile will at some

point imply truck-based carbon emissions.

The third step includes experiencing all five senses of the Dão wine region. The Dão wine

region is unique in Portugal given its one-of-a-kind geography. It resembles a hidden

gem, surrounded by several mountains (including Serra da Estrela, Caramulo, Açor,

Buçaco and Nave) which, combined with the two rivers that cross the region, Dão and

Mondego, and vineyards at least 400 meters above sea level, allow the wines to have an

authentic freshness and character, which is critical to the production of high quality

wines. The agenda-free nature landscape visits uncovered a little promoted network of

JANUS.NET, e-journal of International Relations

e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

“swings” on top of the region’s highest mountains, a path ideal for those looking for

lesser-known paths. Additionally, the common presence of butterflies was noted and

identified as a potential icon for the region’s biodiversity.

Wrapping up all insights and applying the holistic questions to the Balance component

results in additional contributions, first on the Balance-Experience-Consumer Needs-

Product axis, including:

• HQ: Are the place’s products and/or services designed for circularity, neutrality or

even positive impacts on the place’s environment? SA: The region could use this

lever to differentiate from other regions at a time when even key opinion leaders

are demanding for lightweight bottles (Robinson, 2023). Making it mandatory for

producers bearing the region’s DOC trademark to use light bottles as well as

seeking to reuse locally consumed bottles through a partnership with local waste

and recycling companies (e.g. Planalto Beirão).

• HQ: Is the entire experience, digital and physical, of acquiring and enjoying the

place’s products or services engaging or is it a single-way flow? SA: The region

has the opportunity to develop its wine tourism, connecting the product with long

stays, experiences in touch with nature and contributions to biodiversity, as well

as the potential to keep in touch with the winery after each visit. Given the recent

growing importance of wine tourism (Turismo de Portugal, 2024), the region can

attract tourist operators and investors to create new offerings. And the DWRB can

lead this transformation. Currently, the DWRB headquarters is neither

“representative” of the region, as per some of our interviewers, nor is it engaging

for visitors. A more natural, immersive, welcoming experience by the DRWB could

set up a precedent for producers to follow, as well as functioning as a beacon for

operators and tourists. It could integrate the local community, promote

biodiversity - for example with a butterfly habitat - and embed the component of

exploration with the gastronomic experiences the region has to offer.

• HQ: Are the consumers regularly consulted about satisfaction and new needs?

SA: There was no evidence by the DWRB of recent consultations to consumers

regarding their needs. Despite that, the producer’s search for authenticity has

made its wines evolve in line with the most recent trends in wine consumer

preferences, namely lower alcohol and more elegant wines (Garcias, 2023).

• HQ: Are the residents proud of the product’s perception as representative of the

place? SA: The region has been focusing its communication on indigenous grape

varieties like Touriga Nacional and Encruzado. Producers and residents feel proud

of these booming native varieties and the recognition they are receiving; the

Touriga Nacional is accepted in the Bordeaux wine region due to its climate change

resilience.

Finally, on the Balance-Everywhere-Convenience-Place axis, there are additional

suggestions arising from the holistic questions:

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e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

February 2025, pp. 73-93

People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

• HQ: Is the way the place brand’s products and services are sold minimizing the

impact on the environment? SA: DRWB focus markets for promotion could be

either in Portugal or in markets where distribution footprint is lower. Besides

addressing the classic economic inside-out perspective (i.e. what are the current

top markets and growth potential) it is important to acknowledge the key markets

for the benchmark regions – for example, Burgundy – and incorporate the outside-

in perspective.

• HQ: In providing convenient sales “everywhere”, is the brand taking into account

the life cycle impact? Is the place gaining in biodiversity and preserving its cultural

heritage? Are the products and services being sold at the points of sale that reach

the right consumers? Are technologies being used to facilitate consumer access?

SA: It is recommended that wine producers connect directly with consumers as it

happens with United States wineries, where direct-to-consumer represents c. 8%

of all wine sales (Sovos, 2024). Establishing a connection through the wine, or

with a visitor after a going to one of the Dão wineries or restaurants can be a key

enabler for that visitor to remember, cherish and return.

Towards that goal, it is recommended for the DRWB to develop a revised approach,

leveraging all its brand assets, reinvigorating its Marketing Mix and making use of public

diplomacy, but also economic and cultural ties.

An even wider view of Relationship, considers that the Dão region is among others in the

Center of Portugal that can, collectively have greater critical mass to promote each place

brand while also becoming increasingly relevant to visitors, operators and investors in

the Bairrada and the Beira Interior regions. This form of internal diplomacy can

strengthen external connections, increasing the reach of public, economic and cultural

diplomacy.

Besides coordinating with other wine regions, it is important to align all stakeholders

currently promoting the Dão wine region, even indirectly. Today, the region is promoted

by Turismo do Centro, ViniPortugal, CIM Viseu Dão Lafões and many others including

local city halls and economic development associations. Desk research shows that each

presents a different view of the Dão. ViniPortugal does not include it among Portugal’s

top wines, Turismo do Centro presents an antiquated view of the region (like pre-1990)

and CIM Viseu Dão Lafões promotes the region without addressing wine tourism.

Ensuring all of them are aligned is a critical factor towards success.

4. Final Considerations

Place brand and place marketing being recent, the aim of this research is to contribute

theoretical and empirical developments in these domains, and to make proposals that,

based on the case study, which can be replicated elsewhere in Portugal and

internationally.

Additionally, given the evolution of place branding 2.0 and public diplomacy (Anholt,

2020), the suggested approach supports the idea that a place brand is made credible

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e-ISSN: 1647-7251

VOL 15 N.º 2, TD2

Thematic Dossier – Place Branding and Public Diplomacy

Special edition on Ibero-American States

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People and Planet First: testing an approach to place branding in the Dão Wine Region

João Pedro Reis, Denise Henriques

through a “good deed” diplomacy, bringing to the world its best, but, at the same time,

contributing to the common good, economic progress and environmental sustainability.

The use of the People and Planet First model, overcomes classic Marketing mix

constraints in developing a place brand and allows for the incorporation of key

stakeholders and ideas for place brand, sector and company development (Quintela,

2021). The model is aligned with 1) what consumers are looking for, i.e. brands that

respect People and preserve the Planet and 2) the authenticity and distinctive features

of the region.

The application of the People and Planet First approach to the Dão wine region was shared

with the DWRB and well received. Some quick-to-implement feedback was given,

regarding market selection, for example, with initial discussions also focusing on the DOC

Dão, “Beiras” and the Dão Nobre classifications, as well as the potential new headquarters

of the DWRB. The entire holistic strategy requires longer term projects and commitment.

A follow-up of the definition and implementation of the strategy will be useful to validate

the approach beyond its conceptual value.

The complexity of developing a place brand that is connected to commercial brands

creates limitations for the study given the lack of similar cases for comparison. This could

be a window of opportunity for future efforts relating to international comparability.

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