The Rebranding of the Classic Sanjo Brand under Analysis at ULusófona

On 7 May 2024, Lusófona University hosted a free conference on the rebranding of the iconic Portuguese brand Sanjo. The event, part of the "FL_Talks" - Fashion Lusófona Talks series, took place from 14h30 to 16h30 and featured Vitor Costa, Creative Director of Sanjo, and Professor Pedro Carvalho de Almeida, from Design and Communication, under the moderation of Professor Doctor Catarina Rito, from Fashion Design.

The conference was held in a hybrid format, allowing both in-person and online participation, and attracted a diverse audience of students, marketing professionals, and brand enthusiasts. Vitor Costa and Pedro Carvalho de Almeida not only shared experiences and strategies used in the rebranding process of Sanjo but also discussed the challenges and opportunities encountered along the way.

The event stood out for the interaction between the speakers and the audience, which created a dynamic environment for knowledge exchange. Catarina Rito’s moderation ensured that the most relevant topics were addressed, and the audience also enriched the debate with their questions.

According to the participants, Lusófona University - Lisbon University Centre successfully concluded yet another event. The conference highlighted the importance of branding and rebranding in revitalising traditional brands like Sanjo, while also providing participants with valuable insights into best practices in the fields of marketing and brand management.

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Dylan Pedrosa