Last Friday was held the conference “As marcas da Marca na Economia Portuguesa”, an event organised by Centromarca and Instituto Superior Técnico, aimed to show the economic importance of Brands and the importance of promoting a Brand culture in Portugal, which is essential to increase exports and to improve competitiveness on national companies.

The president of Técnico, professor Arlindo Oliveira, opened the session noting the importance of the link between Técnico and society, ensuring that “students leave Técnico to create value in companies”. The professor took the opportunity to highlight IST Spin-off Community and Técnico Partner Network, which take advantage of the fact that Técnico “is the strongest brand of Portuguese Higher Education”.

According to engineer João Paulo Girbal, Técnico alumnus and president of Centromarca, “we often think in the characteristics of brands, but rarely in their value” and that “strong countries have strong brands”. Engineer João Paulo Girbal also noted that “Técnico has made a huge contribution.”

The conference included two panels focused on the contribution and role of brands in the economy, and two lectures given by Luís Palha da Silva, CEO of Pharol, and John Noble, Director of British Brands Group.

The Assistant Secretary of State for Trade, Paulo Alexandre Ferreira, closed the conference highlighting the importance of a brand. “Brands represent, add and hold value”.