<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0873-6529</journal-id>
<journal-title><![CDATA[Sociologia, Problemas e Práticas]]></journal-title>
<abbrev-journal-title><![CDATA[Sociologia, Problemas e Práticas]]></abbrev-journal-title>
<issn>0873-6529</issn>
<publisher>
<publisher-name><![CDATA[Editora Mundos Sociais]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0873-65292021000100061</article-id>
<article-id pub-id-type="doi">10.7458/spp20219518739</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Do &#8220;Projeto Marca Portugal&#8221; ao &#8220;Portugal sou eu&#8221;: que políticas públicas para a Marca Portugal?]]></article-title>
<article-title xml:lang="en"><![CDATA[From the &#8220;Portugal Brand Project&#8221; to &#8220;Portugal sou eu&#8221;: which public policies for Portugal Country Brand?]]></article-title>
<article-title xml:lang="fr"><![CDATA[Du &#8220;Portugal Brand Project&#8221; au &#8220;Portugal sou eu&#8221;: quelles politiques publiques pour la Marque Portugal?]]></article-title>
<article-title xml:lang="es"><![CDATA[De &#8220;Portugal Brand Project&#8221; a &#8220;Portugal sou eu&#8221;: ¿qué políticas públicas para la Marca Portugal?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Quintela]]></surname>
<given-names><![CDATA[Denise Henriques]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Iscte -Instituto Universitário de Lisboa Centro de Investigação e Estudos de Sociologia (CIES-Iscte) ]]></institution>
<addr-line><![CDATA[Lisboa ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>03</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>03</month>
<year>2021</year>
</pub-date>
<numero>95</numero>
<fpage>61</fpage>
<lpage>83</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S0873-65292021000100061&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S0873-65292021000100061&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S0873-65292021000100061&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A globalização gera fenómenos de homogeneização e, simultaneamente, uma forte competição entre os países, o que cria uma necessidade de diferenciação entre estes, a que os governos procuram dar resposta através de políticas de marca país. Desde 1990, cada vez mais países têm promovido políticas de marca para se distinguirem dos concorrentes e aumentarem o progresso socioeconómico. O agendamento político da Marca Portugal surge em 1999, caracterizado pela difusão de ideias políticas de marca país. Mas o tema da marca país ainda carece de uma teorização sólida, emergente de estudos de caso aprofundados. Com este artigo, pretende-se contribuir para colmatar esta lacuna, analisando as medidas desenvolvidas na Marca Portugal até 2015, identificando as ideias políticas que lhes estiveram subjacentes e explicando o que resultou desta trajetória.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Globalization generates homogenization and, simultaneously, a strong competition between countries, which creates a need for differentiation between them that governments seek to respond through country brand policies. Since the 1990&#8217;s, more and more countries have promoted brand policies to distinguish themselves from competitors and thus increase socio-economic progress. Portugal Brand arises in 1999 in the political agenda, characterized by the diffusion of political ideas of country brand. But the theme of the country brand still lacks a solid theorizing, emerging from in-depth case studies. With this article, we intend to contribute to fill this gap by analyzing the measures developed in the Portugal Brand until 2015, identifying the political ideas that underpinned them and explaining what resulted from this path.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[Resumé La globalizacion provoque des phénomènes d&#8217;homogénéisation et, en même temps, une forte concurrence entre les pays, ce qui crée un besoin de différenciation entre eux, auquel les gouvernements cherchent à répondre par des politiques de marque pays. Depuis 1990, de plus en plus de pays encouragent des politiques de marque pour se distinguer de leurs concurrents et accroître le progrès socio-économique. La Marque Portugal est apparue en 1999 sur l&#8217;agenda politique, caractérisée par la diffusion des idées politiques de la marque du pays. Mais le thème de la marque du pays a encore besoin d&#8217;une solide théorisation, émergent d&#8217;études de cas approfondies. Avec cet article, nous entendons contribuer à combler cette lacune, en analysant les mesures développées à Marca Portugal jusqu&#8217;en 2015, en identifiant les idées politiques qui les sous-tendent et en expliquant ce qui a résulté de cette trajectoire.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La globalización origina fenómenos de homogeneización y, al mismo tiempo, una fuerte concurrencia entre países, lo que genera una necesidad de diferenciación entre ellos, a la que los gobiernos buscan responder a través de políticas de marca país. Desde 1990, cada vez más países han estado promoviendo políticas de marca para distinguirse de sus competidores y aumentar el progreso socioeconómico. La Marca Portugal surge en 1999 en la agenda política, caracterizada por la difusión de ideas políticas de marca país. Pero el tema de la marca país aún necesita una teorización sólida, que surja de estudios de casos en profundidad. Con este artículo pretendemos contribuir a llenar este vacío, analizando las medidas desarrolladas en Marca Portugal hasta 2015, identificando las ideas políticas que las sustentan y explicando lo que resultó de esta trayectoria.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[análise de políticas públicas]]></kwd>
<kwd lng="pt"><![CDATA[marca país]]></kwd>
<kwd lng="pt"><![CDATA[Marca Portugal.]]></kwd>
<kwd lng="en"><![CDATA[public policies analysis]]></kwd>
<kwd lng="en"><![CDATA[country brand]]></kwd>
<kwd lng="en"><![CDATA[Portugal Brand.]]></kwd>
<kwd lng="fr"><![CDATA[analyse des politiques publiques]]></kwd>
<kwd lng="fr"><![CDATA[marque du pays]]></kwd>
<kwd lng="fr"><![CDATA[Marque Portugal.]]></kwd>
<kwd lng="es"><![CDATA[análisis de políticas públicas]]></kwd>
<kwd lng="es"><![CDATA[marca país]]></kwd>
<kwd lng="es"><![CDATA[Marca Portugal.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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