Biography
Alia El Banna is a Professor of Marketing at Porto Business School, co-director of the International MBA, and an entrepreneur.
Alia holds a PhD in International Marketing from Carleton University. Her research focuses on place branding, place brand co-creation, authentic narratives, and the role of media in shaping perceptions of countries, cities, and communities. She examines how representations of place influence the decisions and behaviours of residents, tourists, investors, and skilled workers, and how these intersect with culture, identity, heritage, and belonging. Her work has been published in leading marketing journals and book chapters by top academic publishers, and she has received multiple best paper awards at international conferences.
Beyond academia, she has extensive experience in entrepreneurship, international marketing, and brand strategy. She co-founded a consumer electronics brand recognised among Canada’s top eco-friendly products and has worked as an international marketing consultant and senior research consultant, helping organisations develop market strategies, brand positioning, and compelling narratives. As founder of Like Minded Souls, she leads a branding consultancy focused on identity, brand strategy, and experience design. She works with organisations, places, and entrepreneurs to develop distinctive positioning, authentic narratives, and meaningful stakeholder connections. Her work combines academic insight with practical application, helping clients build strong and differentiated brands.