Resumo:
This dissertation analyzes the construction of the Azores’ place branding through the lenses of Lusophony and sustainability, within the broader context of the Atlantic islands of Macaronesia. Based on an interdisciplinary approach, it articulates the concepts of cultural identity, place branding, tourism, and sustainable development, considering the historical, geographical, and social specificities of the Azorean archipelago. The study investigates how discourses about Azorean identity are constructed, projected, and appropriated, particularly through contemporary place branding strategies. The methodology combined documentary research, interviews with local actors, participant observation and content analysis using ATLAS.ti software. The results show that, although the Azores' image is strongly anchored in attributes of nature and tranquility, challenges related to economic, cultural, and environmental sustainability also emerge. It concludes that the Azores brand, by articulating tradition, innovation, and socio-environmental responsibility, becomes strategic both for affirming regional identity and for enhancing its competitive position in global scenarios. This work contributes to the debate on territorial branding in insular, Lusophone, and peripheral contexts, proposing reflections on more inclusive and sustainable practices of territorial communication.
