{"id":10369,"date":"2024-10-22T14:59:13","date_gmt":"2024-10-22T14:59:13","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=10369"},"modified":"2025-03-04T15:16:21","modified_gmt":"2025-03-04T15:16:21","slug":"limpact-des-marques-nationales-et-urbaines-sur-leconomie","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/limpact-des-marques-nationales-et-urbaines-sur-leconomie\/","title":{"rendered":"L&rsquo;impact des marques nationales et urbaines sur l&rsquo;\u00e9conomie"},"content":{"rendered":"\n<p>Bloom Consulting est fier de pr\u00e9senter la toute premi\u00e8re \u00e9tude sur l&rsquo;impact des marques nationales et urbaines sur les \u00e9conomies locales et mondiales.<\/p>\n\n\n\n<p>Cette \u00e9tude a \u00e9t\u00e9 r\u00e9alis\u00e9e en collaboration avec le forum <a href=\"https:\/\/www.citynationplace.com\/impact-of-nation-and-place-brands-on-the-local-and-global-economy\">City Nation Place<\/a> et a \u00e9t\u00e9 guid\u00e9e par un comit\u00e9 consultatif de supervision scientifique compos\u00e9 d&rsquo;experts des Universit\u00e9s Pompeu Fabra et Aut\u00f2noma de Barcelone ainsi que celle de Salamanque. Plus de 100 pays et villes ont particip\u00e9 \u00e0 cette \u00e9tude novatrice :<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-1024x1024.png\" alt=\"Maps with the scope of the Impact study by Bloom Consulting\" class=\"wp-image-10323 lazyload\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-1024x1024.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-300x300.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-150x150.png 150w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-768x768.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-696x696.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-1068x1068.png 1068w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-420x420.png 420w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;\" \/><\/figure>\n\n\n\n<p>Les perceptions (marques territoriales) p\u00e8sent pour environ un quart de la valeur totale des transactions pour le tourisme, les entr\u00e9es d&rsquo;Investissements Directs \u00c9trangers (IDE) et l&rsquo;attraction des talents. En d&rsquo;autres termes, pour chaque tranche de 1 000 dollars qu&rsquo;un pays ou une ville attire par le biais du tourisme ou de l&rsquo;investissement direct \u00e9tranger, environ <strong>250 USD sont directement li\u00e9s \u00e0 la perception.<\/strong><\/p>\n\n\n\n<p>Si nous extrapolons ce calcul \u00e0 l&rsquo;\u00e9conomie mondiale, cela repr\u00e9sente un total de 934 milliards de dollars, soit environ 1 % du PIB mondial. Pour replacer ce chiffre dans son contexte, il est comparable \u00e0 la taille totale du march\u00e9 des \u00e9nergies renouvelables ou \u00e0 l&rsquo;ensemble du secteur de l&rsquo;\u00e9conomie cr\u00e9ative.<\/p>\n\n\n\n<p>L&rsquo;\u00e9tude de Bloom Consulting a \u00e9galement d\u00e9montr\u00e9 (chapitres 3.2 et 4.1) qu&rsquo;en moyenne mondiale, si un pays ou une ville am\u00e9liore sa perception de 0,1 sur une \u00e9chelle allant de 0 (extr\u00eamement n\u00e9gatif) \u00e0 5 (extr\u00eamement positif), cela repr\u00e9senterait hypoth\u00e9tiquement une augmentation des recettes touristiques de 12 %, soit une hausse de 1,24 milliard de dollars. De m\u00eame, une augmentation de 0,1 de la perception d&rsquo;une ville augmenterait hypoth\u00e9tiquement les recettes touristiques de 17 %, soit 0,97 milliard d&rsquo;USD.<\/p>\n\n\n\n<p>La m\u00eame logique s&rsquo;applique \u00e0 l&rsquo;investissement direct \u00e9tranger (IDE), avec des ratios similaires. L&rsquo;attraction des talents, cependant, est la \u00ab dimension \u00bb la plus touch\u00e9e, o\u00f9 une augmentation de 0,1 de la perception entra\u00eenerait hypoth\u00e9tiquement une augmentation de 18 % de la migration pour les pays, soit 0,36 million d&rsquo;expatri\u00e9s suppl\u00e9mentaires. De m\u00eame, une am\u00e9lioration de 0,1 de la perception conduirait hypoth\u00e9tiquement \u00e0 une augmentation de 24 % de la migration pour les villes, soit 0,10 million d&rsquo;expatri\u00e9s suppl\u00e9mentaires.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Voici le r\u00e9sum\u00e9 des r\u00e9sultats<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La perception (l&rsquo;image de marque nationale ou urbaine) p\u00e8se pour respectivement 24 % et 23 % des recettes touristiques d&rsquo;un pays et d&rsquo;une ville.<\/li>\n\n\n\n<li>De m\u00eame, la perception a un impact sur 24 % des investissements directs \u00e9trangers \u00e0 l\u2019\u00e9chelle d\u2019un pays et 37 % \u00e0 l\u2019\u00e9chelle d\u2018une ville.<\/li>\n\n\n\n<li>En ce qui concerne l\u2019attractivit\u00e9 r\u00e9sidentielle des talents, la perception explique environ respectivement 26 % et 22 % du solde migratoire d&rsquo;un pays et d&rsquo;une ville.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-1024x1024.png\" alt=\"C\" class=\"wp-image-10336 lazyload\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-1024x1024.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-300x300.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-150x150.png 150w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-768x768.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-696x696.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-1068x1068.png 1068w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-420x420.png 420w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>Ce calcul peut s&rsquo;av\u00e9rer extr\u00eamement utile pour les pays et les villes, qui peuvent l&rsquo;utiliser comme mesure cl\u00e9 pour \u00e9valuer l&rsquo;impact ou la contribution de leur marque nationale ou urbaine (perception) sur leur \u00e9conomie. La compr\u00e9hension de l&rsquo;interaction complexe entre les perceptions et l&rsquo;impact \u00e9conomique est d&rsquo;une importance capitale pour les organismes gouvernementaux, les autorit\u00e9s touristiques, les agences de promotion de l\u2019investissement, les entit\u00e9s charg\u00e9es d&rsquo;attirer les talents et le secteur priv\u00e9. Cette compr\u00e9hension facilite les actions strat\u00e9giques, les activit\u00e9s et les politiques qui s&rsquo;alignent sur les perceptions dominantes, les projections pr\u00e9cises des gains \u00e9conomiques et le positionnement concurrentiel.<\/p>\n\n\n\n<p><strong>Le rapport est disponible gratuitement pour tous en le t\u00e9l\u00e9chargeant ici :<\/strong><\/p>\n\n\n\n<p><strong>L&rsquo;\u00e9tude compl\u00e8te : <\/strong><a href=\"https:\/\/www.bloom-consulting.com\/fr\/pdf\/rankings\/Bloom_Consulting_The_Impact_of_Nation_and_Place_Brands_on_the_Local_and_Global_Economy.pdf\">L&rsquo;impact des marques nationales et urbaines sur l&rsquo;\u00e9conomie<\/a><\/p>\n\n\n\n<p><strong>Addendum : <\/strong><a href=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/11\/addendum_bloom_consulting_impact_of_nation_and_place_brands_on_the_economy.pdf\" title=\"\">L&rsquo;impact des marques nationales et urbaines sur l&rsquo;\u00e9conomie<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-right\">Publi\u00e9 le 22.10.2024<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bloom Consulting est fier de pr\u00e9senter la toute premi\u00e8re \u00e9tude sur l&rsquo;impact des marques nationales et urbaines sur les \u00e9conomies locales et mondiales. Cette \u00e9tude a \u00e9t\u00e9 r\u00e9alis\u00e9e en collaboration avec le forum City Nation Place et a \u00e9t\u00e9 guid\u00e9e par un comit\u00e9 consultatif de supervision scientifique compos\u00e9 d&rsquo;experts des Universit\u00e9s Pompeu Fabra et Aut\u00f2noma [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":10434,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[762,631,539],"tags":[880],"class_list":{"0":"post-10369","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights-fr","8":"category-rapports","9":"category-recherche","10":"tag-nation-branding-fr"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L&#039;impact des marques nationales et urbaines sur l&#039;\u00e9conomie - Bloom 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