Innovative Destination Branding: "Porto."

Studies about branding takes a significant role in business science research as branding is an important asset in a particular country, city or region. In this assumption, the main objective of this research is to approach the theme of destination branding focusing on the brand "Porto.", as well as to identify the specificities of this brand that makes it so successful at national and worldwide levels. The present article began with a bibliographical review about geographies of brands and branding as well as destination branding. It is presented the brand "Porto." and it is explained how the brand is been built by all Porto stakeholders. The work reveals that the success of brand "Porto." is a result not only for its creative design but also for the involvement of the regions stakeholders, in particular for the strong and continued adherence of civil society to the project. The end result reinforces the importance of open innovation in the sustainable development process and building of desired future.