{"id":10889,"date":"2025-02-07T10:38:04","date_gmt":"2025-02-07T10:38:04","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=10889"},"modified":"2025-02-21T08:20:49","modified_gmt":"2025-02-21T08:20:49","slug":"bloom-consulting-roue-marque-nationale","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/bloom-consulting-roue-marque-nationale\/","title":{"rendered":"D\u00e9coder la Roue de la Marque Nationale de Bloom Consulting \u00a9"},"content":{"rendered":"\n<p>Qui les marques nationales peuvent-elles influencer, et comment ? La Roue de la Marque Nationale de Bloom Consulting \u00a9 est un cadre simple con\u00e7u pour illustrer les cinq objectifs de la marque nationale, ainsi que les cinq publics et leurs besoins respectifs qu&rsquo;elle peut influencer. Cet outil peut contribuer \u00e0 l&rsquo;\u00e9laboration de strat\u00e9gies et \u00e0 la mise en \u0153uvre d&rsquo;initiatives de promotion de l&rsquo;image de marque d&rsquo;un pays, et cet article explique comment.&nbsp;<\/p>\n\n\n\n<p>Pr\u00e9sent\u00e9e pour la premi\u00e8re fois par Jose Filipe Torres, PDG de Bloom Consulting, en 2011, la Roue de la Marque Nationale de Bloom Consulting \u00a9 a \u00e9volu\u00e9 en m\u00eame temps que le Nation Branding lui-m\u00eame. Alors que la premi\u00e8re it\u00e9ration pr\u00e9sentait les trois dimensions du tourisme, du commerce et du talent, la Roue de la Marque Nationale \u00a9 d&rsquo;aujourd&rsquo;hui est plus holistique.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-1024x1024.png\" alt=\"\" class=\"wp-image-10965 lazyload\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;object-fit:cover\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-1024x1024.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-300x300.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-150x150.png 150w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-768x768.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-1536x1536.png 1536w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-696x696.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-1068x1068.png 1068w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6-420x420.png 420w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/02\/Bloom_Nation_and_Place_Branding_diagrams_A_FR-corrected-6-6.png 1750w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Bloom consulting<\/figcaption><\/figure><\/div>\n\n\n<p>Au centre de la Roue de la Marque Nationale \u00a9 se trouve <a href=\"https:\/\/www.bloom-consulting.com\/journal\/the-central-idea-key-to-every-successful-place-brand-strategy\/\">l&rsquo;id\u00e9e centrale<\/a>. Le concept d\u00e9crit l&rsquo;\u00e9motion positive ou le sentiment \u00e9voqu\u00e9 dans le c\u0153ur et l&rsquo;esprit du public lorsqu&rsquo;il vit, entend, parle ou pense au lieu et \u00e0 ses habitants &#8211; et il est entour\u00e9 d&rsquo;un anneau int\u00e9rieur, d&rsquo;un anneau central et d&rsquo;un anneau ext\u00e9rieur.&nbsp;<\/p>\n\n\n\n<p><strong><strong><strong><strong><strong><strong><strong>L&rsquo;anneau int\u00e9rieur : les 5 objectifs de l&rsquo;image de marque d&rsquo;une nation<\/strong>&nbsp;<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n\n<p>L&rsquo;anneau int\u00e9rieur de la Roue de la Marque Nationale \u00a9 repr\u00e9sente les cinq objectifs d&rsquo;une marque nationale, \u00e0 savoir&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex\">\n<ul class=\"wp-block-list\">\n<li>Les exportations<\/li>\n\n\n\n<li>L&rsquo;investissement<\/li>\n\n\n\n<li>Le tourisme<\/li>\n\n\n\n<li>Les talents<\/li>\n\n\n\n<li>La r\u00e9putation&nbsp;&nbsp;<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p>L&rsquo;ensemble de ces objectifs montre clairement que<a href=\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-nation-and-place-brands-on-the-local-and-global-economy\/\"> l&rsquo;image de marque d&rsquo;un pays peut avoir et a effectivement une incidence sur ses performances \u00e9conomiques<\/a>.&nbsp;<\/p>\n\n\n\n<p><strong>L&rsquo;anneau central : les 5 publics de l&rsquo;image de marque d&rsquo;une nation<\/strong>&nbsp;<\/p>\n\n\n\n<p>L&rsquo;anneau central de la Roue de la Marque Nationale \u00a9 repr\u00e9sente les cinq publics d&rsquo;une marque nationale :&nbsp;&nbsp;<\/p>\n\n\n\n<p>1. <strong>Les entreprises&nbsp;<\/strong><\/p>\n\n\n\n<p>Les partenaires commerciaux potentiels des commer\u00e7ants, fabricants et prestataires de services d&rsquo;une nation.&nbsp;<\/p>\n\n\n\n<p>2. <strong>Les investisseurs<\/strong>&nbsp;<\/p>\n\n\n\n<p>Investisseurs int\u00e9ress\u00e9s par le commerce international, cherchant \u00e9ventuellement \u00e0 ouvrir de nouvelles succursales ou \u00e0 acqu\u00e9rir des parts dans une entreprise locale.&nbsp;&nbsp;<\/p>\n\n\n\n<p>3. <strong>Les touristes&nbsp;&nbsp;<\/strong><\/p>\n\n\n\n<p>R\u00e9sidents internationaux disposant d&rsquo;un budget pour voyager.&nbsp;<\/p>\n\n\n\n<p>4. <strong>Main-d&rsquo;\u0153uvre&nbsp;<\/strong><\/p>\n\n\n\n<p>Personnes qui envisagent de d\u00e9m\u00e9nager pour des raisons telles que le travail, les \u00e9tudes ou la recherche d&rsquo;un changement.&nbsp;<\/p>\n\n\n\n<p>5. <strong>Le grand public&nbsp;<\/strong><\/p>\n\n\n\n<p>M\u00eame si le grand public n&rsquo;a pas n\u00e9cessairement besoin de s&rsquo;engager vis \u00e0 vis d\u2019une nation &#8211; une personne peut ne pas \u00eatre \u00e0 la recherche active ou urgente d&rsquo;un endroit o\u00f9 voyager, s&rsquo;installer, investir ou acheter &#8211; sa conscience et sa connaissance d&rsquo;une nation peuvent n\u00e9anmoins influencer ses d\u00e9cisions \u00e0 tout moment. Par exemple, sa perception du pays d&rsquo;origine &#8211; si elle en a une &#8211; peut influencer des choix tels que l&rsquo;achat d&rsquo;un nouveau produit alimentaire dans un supermarch\u00e9, le visionnage d&rsquo;un film ou le choix d&rsquo;une destination pour ses prochaines vacances. Il est important de noter que le grand public a \u00e9galement un impact consid\u00e9rable sur les relations diplomatiques et la prise de d\u00e9cision politique.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>L&rsquo;anneau ext\u00e9rieur : les 5 \u00e9tats de besoin des publics d&rsquo;une marque nationale<\/strong>&nbsp;<\/p>\n\n\n\n<p>L&rsquo;anneau ext\u00e9rieur de la Roue de la Marque Nationale \u00a9 est constitu\u00e9 des cinq \u00ab \u00e9tats de besoin \u00bb des cinq publics d&rsquo;une marque nationale &#8211; ce qu&rsquo;ils cherchent \u00e0 satisfaire et ce qui influencera leur d\u00e9cision de choisir une nation sp\u00e9cifique ou ses produits ou services.&nbsp;&nbsp;<\/p>\n\n\n\n<p>1. <strong>Unicit\u00e9&nbsp;<\/strong><\/p>\n\n\n\n<p>Les entreprises sont \u00e0 la recherche d&rsquo;un ensemble unique de conditions qui stimuleront leurs r\u00e9sultats ou r\u00e9soudront leurs probl\u00e8mes.&nbsp;<\/p>\n\n\n\n<p>2. <strong>L&rsquo;avantage&nbsp;<\/strong><\/p>\n\n\n\n<p>La perspective d&rsquo;un gain financier est un moteur essentiel pour les investisseurs. Quels sont donc les avantages qu&rsquo;un pays peut offrir pour encourager cette perspective ? Les facteurs \u00e0 prendre en compte peuvent \u00eatre les taux d&rsquo;imposition, les march\u00e9s de l&#8217;emploi et de l&rsquo;immobilier, ainsi que des faits concrets.&nbsp;&nbsp;<\/p>\n\n\n\n<p>3. <strong>Exp\u00e9rience&nbsp;<\/strong><\/p>\n\n\n\n<p>Les voyageurs de loisirs veulent accumuler des souvenirs positifs et ainsi enrichir leur vie.&nbsp;<\/p>\n\n\n\n<p>4. <strong>Mode de vie&nbsp;<\/strong><\/p>\n\n\n\n<p>Une personne qui envisage de d\u00e9m\u00e9nager souhaite que la destination corresponde \u00e0 ses valeurs et lui apporte ce qu&rsquo;elle estime manquer dans son lieu d&rsquo;origine.&nbsp;<\/p>\n\n\n\n<p>5. <strong>L&rsquo;admiration&nbsp;<\/strong><\/p>\n\n\n\n<p>Le grand public recherche la confiance, et celle-ci se construit par l&rsquo;authenticit\u00e9, la transparence et une communication coh\u00e9rente.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Une marque nationale renforce la confiance et la cr\u00e9dibilit\u00e9, ce qui influe sur les decisions<\/strong>&nbsp;<\/p>\n\n\n\n<p>Les entreprises, les investisseurs, les touristes, les travailleurs et le grand public prennent des d\u00e9cisions tous les jours. Une marque nationale peut influencer ces d\u00e9cisions dans un sens ou dans l&rsquo;autre. En fait, comme Bloom Consulting l&rsquo;a constat\u00e9 dans <a href=\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-nation-and-place-brands-on-the-local-and-global-economy\/\">ses recherches<\/a>, les perceptions &#8211; c&rsquo;est-\u00e0-dire la marque nationale &#8211; repr\u00e9sentent environ un quart de la valeur totale des transactions pour le tourisme, les investissements directs \u00e9trangers (IDE) et l&rsquo;attraction des talents. En d&rsquo;autres termes, pour chaque tranche de 1 000 Euros qu&rsquo;un pays attire par le biais du tourisme ou de l&rsquo;IDE, environ 250 Euros sont dus \u00e0 la perception.&nbsp;<\/p>\n\n\n\n<p>Si elle est bien ex\u00e9cut\u00e9e, la marque nationale impr\u00e9gnera chaque interaction que le public aura avec la nation, son peuple et ses organisations, \u00e9tablissant une perception positive dans le c\u0153ur et l&rsquo;esprit du public, renfor\u00e7ant sa confiance envers la nation et l&rsquo;incitant \u00e0 prendre des d\u00e9cisions en sa faveur. La Roue de la Marque Nationale \u00a9 montre qui et comment elle peut influencer, en indiquant les domaines prioritaires d&rsquo;une strat\u00e9gie de marque nationale.&nbsp;<\/p>\n\n\n\n<p>Imaginez un investisseur \u00e0 la recherche d&rsquo;un nouveau site pour d\u00e9velopper son portefeuille. Il aura le choix entre plusieurs endroits et \u00e9valuera des aspects tels que les co\u00fbts de la main-d&rsquo;\u0153uvre, la disponibilit\u00e9 des locaux et les politiques. Au cours de ce processus, il est probable qu&rsquo;il consulte des repr\u00e9sentants de l&rsquo;industrie locale, des soci\u00e9t\u00e9s de conseil et des fonctionnaires, et qu&rsquo;il analyse les rapports, la couverture m\u00e9diatique et les ressources officielles. En fin de compte, tout d\u00e9pendra de ce qu&rsquo;ils ressentent lorsqu&rsquo;ils interagissent avec ces points de contact. Le fait qu&rsquo;ils transmettent un sentiment commun ou des messages contradictoires aura une incidence consid\u00e9rable sur la confiance et la cr\u00e9dibilit\u00e9, et donc sur la d\u00e9cision de l&rsquo;investisseur. N&rsquo;oubliez pas que <a href=\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-nation-and-place-brands-on-the-local-and-global-economy\/\">les perceptions repr\u00e9sentent 24 % de l&rsquo;afflux d&rsquo;IDE<\/a> dans un pays !&nbsp;<\/p>\n\n\n\n<p><strong>La Roue de la Marque Nationale \u00a9 comme boussole<\/strong>&nbsp;<\/p>\n\n\n\n<p>La Roue de la Marque Nationale \u00a9 illustre la mani\u00e8re dont une marque nationale forte peut soutenir les efforts d&rsquo;un pays pour accro\u00eetre les exportations, attirer les investissements, le tourisme et de nouveaux r\u00e9sidents, et \u00eatre pris au s\u00e9rieux sur la sc\u00e8ne internationale. Elle montre pourquoi il est essentiel que tous les points de contact de la marque incarnent et v\u00e9hiculent des valeurs fondamentales pour le bien et la prosp\u00e9rit\u00e9 collectifs. Utilisez-le comme une boussole !&nbsp;&nbsp;<\/p>\n\n\n\n<p>Nos politiques nationales s&rsquo;alignent-elles sur l&rsquo;id\u00e9e centrale ? L&rsquo;offre touristique du pays est-elle en phase avec l&rsquo;id\u00e9e centrale ? Lorsqu&rsquo;un public recherche des informations pour satisfaire ses besoins, que trouve-t-il en ligne sur notre pays ? Telle est la nature des questions \u00e0 poser.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-right\">Publi\u00e9 le 07.02.2025<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qui les marques nationales peuvent-elles influencer, et comment ? La Roue de la Marque Nationale de Bloom Consulting \u00a9 est un cadre simple con\u00e7u pour illustrer les cinq objectifs de la marque nationale, ainsi que les cinq publics et leurs besoins respectifs qu&rsquo;elle peut influencer. Cet outil peut contribuer \u00e0 l&rsquo;\u00e9laboration de strat\u00e9gies et \u00e0 [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":10901,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[762,536],"tags":[876,877,878,879,880,881,882,766,883],"class_list":{"0":"post-10889","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights-fr","8":"category-marketing-territorial","9":"tag-central-idea-fr","10":"tag-city-branding-2-fr","11":"tag-nation-fr","12":"tag-nation-brand-fr","13":"tag-nation-branding-fr","14":"tag-nation-marketing-fr","15":"tag-place-fr","16":"tag-place-branding-2-fr","17":"tag-soft-power-fr"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>D\u00e9coder la Roue de la Marque Nationale de 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