Católica Porto School of Business and Economics announces rebranding

Católica Porto Business School has rebranded and changed its name to Católica Porto School of Business and Economics (Católica Porto SBE). The name change is intended to clarify the institution's scope, explicitly incorporating the field of Economics alongside its existing offerings in management, research, and executive training.

The rebranding introduces a new positioning titled ‘Irreplaceable Humans’. This concept emphasizes that despite the rapid advancement of artificial intelligence and automation, human qualities such as critical thinking, creativity, empathy, ethics, and impactful decision-making remain essential.

Director João Pinto stated that while technology is transforming how society works and makes decisions, the future will be defined by people capable of giving technology meaning and using it for the common good. The rebranding project involved strategic reviews and collaboration with agencies Saint Pirate and El-Hey.