Jose Filipe Torres. Country Branding

February 15, 2013, 20:00 lecture


On February 15, Portuguese entrepreneur Jose Torres, a world-renowned expert on country branding, gave a talk at Digital October as part of the Knowledge Stream project. He told guests about the benefits countries gain from looking after their image.

At the age of 18, Jose started working as a paper cutter at the Novo Design advertising agency. The company’s management noticed his eye for design and sent him to study abroad. He went on to graduate from Central Saint Martins College of Arts and Design and Parsons The New School For Design in New York. In 2003, Jose founded his own company called Bloom Consulting, which was mainly focused on the nation branding. The company’s headquarters are located in Madrid and it has offices in a number of other countries. Its clients include the governments of Spain, Portugal, Bulgaria, Latvia and Poland. Large international corporations such as IKEA and McDonald’s have also used Bloom Consulting’s services.

As a specialist in branding countries, he is always been asked to combine the incompatible. On the one hand, he must portray a country as an attractive tourist destination. On the other hand, he must portray it as a serious business partner for investors and other governments. The art of creating a national brand lies in preserving this balance.

The company has compiled its own rating of countries as of 2011. The countries are ranked separately according to their appeal to tourists and foreign businessmen. Russia has achieved decent results, reaching 10th place in the world in terms of business attractiveness in 2012. In terms of tourism, the country was ranked 20th (the highest out of the former Soviet states). The U.S.A. was top of both ratings.

In his lecture, Jose Torres devoted special attention to the story of branding cities. The key example of his talk was development of territorial branding in Brazil. He also spoke about how a good idea can fix the national economy.


546 show Denis
Curator, branding projects of Russian cities and towns
100000000000001796553411 show Konstantin
Moderator, crowdsourcing platform founder
544 show Erken
Art Director, Lebedev Studio
548 show Irina
Digital media director, Kommersant
547 show Sergey
CEO Brandflight Moscow
543 show Svyatoslav
Owner and CEO, RA-KBR Group, head of the working group of the Penza regional branding
545 show Andrew
Producer of HiBrand International Сonferences, Curator of BHSAD “Branding” program

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General partner


Intellectual partner

Russian Venture Company

Educational Partner

Theory and Practice

General Media Partner


Language partner


Media partners

Moscow Business School
Project Russia


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