Dear colleagues,

It is with great joy that we inform that our 5th International Branding Congress - Purpose, Transparency and Brand Value has a new date for its realization: August to November 2020. Considering safety issues for all those involved, we decided that the Congress will occur exclusively online, news will be released every moment from now on until the end of the event. The schedule will be modified. Stay tuned!

The registration fee was reduced from the third to the second lot and the payment methods were maintained. Important: article submissions are again open to all Research Groups and we have included a group of “Critical Scenarios” to contemplate the studies that are being carried out considering the effects caused by COVID-19 worldwide.

The International Congress on Brand(ing) is an event of the Brands Observatory. With an international, interinstitutional and intercultural character, it brings together experiences and knowledge from different countries and professionals around brand trends.

The 5th International Congress on Brand(ing): Purpose, Transparency and Brand Value will take place from August to November, 2020. Its main objective is to integrate academia and market around the theme “Purpose, transparency and brand value”, bringing to discussion the state of art, brands and branding in the contemporary society. The specific objectives are: to discuss the advances of the different areas of branding; to discuss the socio-historical context around VUCA (volatility, uncertainty, complexity and ambiguity); to promote interaction between academics, researchers and professionals interested in the relevance of brands and communication in the business universe and institutions; to expand research networks between academics and professionals who work in different areas involving brands; and to provide tools that generate value that can be applied to business and interpersonal relationships.

The 5th Branding Congress will consist of lectures, panels, workshops and presentation of papers (research groups). It's a cooperation between Brands Observatory (RS/Brazil), University Univates (RS/Brazil), Polytechnic Institute of Leiria (IPL/Portugal) and MBA Branding & Business.

Congress and Research Groups

In the contemporary, brands need to be resilient to overcome volatility, flexible to resolve uncertainty, multidisciplinary to confront complexity, and bold to face ambiguity. In this context, purpose and transparency are indispensable for building, consolidating and generating value for brands.

Contributions from various fields will be accepted, including studies from communication, design, semiotics, discourse analysis, organizational studies, management, sociology, anthropology, social psychology, economics, marketing, law, cultural studies, among others. Submitted communications will be linked to the following research groups:

  • Strategies for building and consolidating a brand
  • Brand transparency and reputation
  • Brand protection and evaluation
  • Branding trends
  • Ethics and sustainability
  • Brands and businesses
  • Brand discourse and ideology
  • Methodologies for brand research and management
  • Brand internationalization
  • Overview of brands - the evolution of brands in a historical perspective
  • Critical scenarios
  • Realização

    Apoio institucional