Católica Porto Business School will host the 18th edition of the Global Brand Conference in 2025, one of the main international academic branding conferences.
It is the second time that Católica Porto Business School will organize this conference. The Global Brand Conference is organized by the Special Interest Group (SIG) on Brand, Identity and Corporate Reputation at the Academy of Marketing. The initiative will take place in Porto at the Católica Porto Business School and will run from the 7th to the 9th of May 2025. The conference's theme will be centred on the purpose of brands: “Brand Purpose: Towards a deeper understanding of the construct, its antecedents, co-creation process, and outcomes”.
Joana César Machado, professor at Católica Porto Business School in the areas of branding and marketing and chair of the SIG that annually organizes the Global Brand Conference, says that “2013 was the first time that we brought this international conference to Católica Porto Business School, the conference was a great success and was very relevant for the School’s international projection. In 2025 we will have the opportunity to organize this conference again and with a theme that is very relevant and current.” The teacher also recalls that “despite the growing interest in the topic of brand purpose, empirical studies on this topic are still very scarce and there is a lack of clarity regarding the conceptualization and operationalization of brand purpose. Therefore, we believe that this conference will contribute to the sharing of studies and the development of knowledge about the purpose of the brand and other relevant topics that characterize branding today.”
For João Pinto, dean of Católica Porto Business School, the organization of these international conferences "is proof of the strong positioning that our business school has in several areas of activity - also in Branding - and the connection between academia, whether through professors or researchers, and public and private organizations from around the world”.
During the 3 days of the conference, there will also be an opportunity to address other relevant topics on Brands, Identity and Corporate Reputation. Over the next few months, more details will be announced. The first phase for article submissions starts on July 22nd. To learn more about the conference, visit the event website here.
About the Academy of Marketing: The Academy of Marketing is a scientific society that seeks to meet the needs of researchers, educators and marketing professionals. The Academy of Marketing aims to promote education and research in marketing and related fields. For more information, click here.
