{"id":10367,"date":"2024-10-22T13:58:42","date_gmt":"2024-10-22T13:58:42","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=10367"},"modified":"2025-03-04T15:16:21","modified_gmt":"2025-03-04T15:16:21","slug":"el-impacto-de-las-marcas-pais-y-ciudad-en-la-economia","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/es\/el-impacto-de-las-marcas-pais-y-ciudad-en-la-economia\/","title":{"rendered":"El impacto de las Marcas Pa\u00eds y Ciudad en la econom\u00eda"},"content":{"rendered":"\n

Bloom Consulting se enorgullece de presentar el primer estudio sobre el impacto de las Marcas Pa\u00eds y Ciudad en la econom\u00eda global.<\/p>\n\n\n\n

Esta investigaci\u00f3n ha sido realizada en colaboraci\u00f3n con City Nation Place<\/a> y guiada por un Consejo Asesor Cient\u00edfico, que incluye expertos de la Universitat Pompeu Fabra, la Universitat Aut\u00f2noma de Barcelona y la Universidad de Salamanca. M\u00e1s de 100 pa\u00edses y ciudades participaron en este estudio pionero:<\/p>\n\n\n\n

\"Maps
Maps with a scope of the study \u00abImpact of Place Brands on The Local and Global Economies\u00bb<\/figcaption><\/figure>\n\n\n\n

Las percepciones (Marca Pa\u00eds o Marca Lugar) representan aproximadamente una cuarta parte del valor total de las transacciones de turismo, entradas de IED y atracci\u00f3n de talento. En otras palabras, por cada 1.000 d\u00f3lares que un pa\u00eds o ciudad atrae a trav\u00e9s del turismo o la inversi\u00f3n extranjera directa, aproximadamente 250 est\u00e1n directamente relacionados con la percepci\u00f3n<\/strong>.<\/p>\n\n\n\n

Si extrapolamos este c\u00e1lculo a la econom\u00eda mundial, esto supone un total de 934.000 millones de d\u00f3lares, lo que equivale aproximadamente al 1% del PIB mundial. Para poner esta cifra en contexto, es comparable al tama\u00f1o total del mercado de las energ\u00edas renovables o de todo el sector de la econom\u00eda creativa.<\/p>\n\n\n\n

El estudio de Bloom Consulting tambi\u00e9n demostr\u00f3 (Cap\u00edtulos 3.2 y 4.1) que, de media global, si un pa\u00eds o ciudad mejora su percepci\u00f3n en 0,1 en una escala de 0 (extremadamente negativo) a 5 (extremadamente positivo), hipot\u00e9ticamente representar\u00eda un aumento de los ingresos por turismo del 12%, un incremento de 1.240 millones de d\u00f3lares. Del mismo modo, un aumento de 0,1 en la percepci\u00f3n de una ciudad supondr\u00eda hipot\u00e9ticamente un incremento de los ingresos por turismo del 17%, equivalente a 0.970 millones de d\u00f3lares.<\/p>\n\n\n\n

La misma l\u00f3gica se aplica a la inversi\u00f3n extranjera directa (IED), con ratios similares. La atracci\u00f3n de talento, sin embargo, es la \u00abdimensi\u00f3n\u00bb de marca m\u00e1s impactada, donde un aumento de 0,1 en la percepci\u00f3n producir\u00eda hipot\u00e9ticamente un aumento del 18% en la migraci\u00f3n para los Pa\u00edses, 0,36 millones de expatriados adicionales. Del mismo modo, una mejora de 0,1 en la percepci\u00f3n conducir\u00eda hipot\u00e9ticamente a un aumento del 24% en la atracci\u00f3n de talento a las Ciudades, lo que supondr\u00eda 0,10 millones de expatriados m\u00e1s.<\/p>\n\n\n\n

Aqu\u00ed el resumen de las conclusiones del estudio:<\/strong><\/h2>\n\n\n\n

– La percepci\u00f3n (la Marca Pa\u00eds o Lugar) representa el 24% y el 23% de los ingresos por turismo de un pa\u00eds y una ciudad, respectivamente.<\/p>\n\n\n\n

– Del mismo modo, la percepci\u00f3n influye en el 24% de las entradas de inversi\u00f3n extranjera directa en un pa\u00eds y en el 37% en una ciudad.<\/p>\n\n\n\n

– En cuanto al talento, la percepci\u00f3n explica aproximadamente el 26% y el 22% de la migraci\u00f3n neta de la poblaci\u00f3n de un pa\u00eds y una ciudad, respectivamente.<\/p>\n\n\n\n

\"C\"
Colleration Summary graph Bloom Consulting<\/figcaption><\/figure>\n\n\n\n

Conclusi\u00f3n<\/strong><\/h2>\n\n\n\n

Este c\u00e1lculo puede ser muy valioso para que los pa\u00edses y las ciudades lo utilicen como m\u00e9trica clave para evaluar en qu\u00e9 medida su Marca Pa\u00eds o Marca de Ciudad (percepci\u00f3n) est\u00e1 influyendo o contribuyendo a su econom\u00eda. Comprender la compleja interacci\u00f3n entre las percepciones y el impacto econ\u00f3mico es de vital importancia para los organismos gubernamentales, autoridades tur\u00edsticas, agencias de atracci\u00f3n de inversi\u00f3n extranjera, entidades de atracci\u00f3n de talento y sector privado. Este conocimiento facilita la creaci\u00f3n de medidas, actividades y pol\u00edticas alienadas con las percepciones y el posicionamiento competitivo de los pises y ciudades.<\/p>\n\n\n\n

El informe es de descarga gratuito descarg\u00e1ndolo aqu\u00ed:<\/strong><\/p>\n\n\n\n

Estudio completo: Impacto de las Marca Pa\u00eds y Ciudad en la econom\u00eda<\/a><\/strong><\/p>\n\n\n\n

Ap\u00e9ndice: Impacto de las marcas Pa\u00eds y Ciudad en la econom\u00eda<\/a><\/strong><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Bloom Consulting se enorgullece de presentar el primer estudio sobre el impacto de las Marcas Pa\u00eds y Ciudad en la econom\u00eda global. 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