This project investigates the relationship between territorial identity and place branding in the context of emerging municipalities, using Valongo as a case study. The research analyzes how the municipality’s officially promoted tourism brand is perceived, reinterpreted, and negotiated by different stakeholders—residents, local businesses, and public administration. The study begins with the brand’s institutional communication and contrasts it with diverse community perceptions, identifying convergences and divergences. The qualitative-comparative approach, with methodological triangulation (document analysis, interviews, and brief questionnaires), will allow for the proposal of participatory planning guidelines, aiming to align local identity and brand strategy.

Research Group: Territories and Organisations for Sustainable Development (TOSD)