PEOPLE AND PLANET FIRST: TESTING AN APPROACH TO PLACE BRANDING IN THE DÃO WINE REGION

Authors

  • JOÃO PEDRO REIS
  • DENISE HENRIQUES

DOI:

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

Keywords:

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

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.

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Author Biographies

JOÃO PEDRO REIS

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

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.

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Published

2025-02-21

Issue

Vol. 15 No. 2, TD2 (2025): Gestão de Marca de Lugar e Diplomacia Pública

Section

ARTICLES