{"id":11439,"date":"2025-06-05T07:57:06","date_gmt":"2025-06-05T07:57:06","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=11439"},"modified":"2025-06-05T08:02:24","modified_gmt":"2025-06-05T08:02:24","slug":"integrer-le-soft-power-dans-le-nation-branding","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/integrer-le-soft-power-dans-le-nation-branding\/","title":{"rendered":"Int\u00e9grer le Soft Power dans le Nation Branding"},"content":{"rendered":"\n

La nature du Soft Power<\/a> et les diff\u00e9rences entre Soft Power et Nation Branding ont \u00e9t\u00e9 explor\u00e9es dans un article pr\u00e9c\u00e9dent. Dans cet article, nous discutons de l’importance d’int\u00e9grer le Soft Power dans le Nation Branding pour aider \u00e0 d\u00e9velopper des perceptions positives d’un pays.<\/p>\n\n\n\n

Nous examinons la nature planifi\u00e9e et non planifi\u00e9e du Soft Power et l’\u00e9ventail des expressions culturelles qui peuvent contribuer aux ressources de Soft Power d’un pays. D’un point de vue politique, le r\u00f4le de l’aide internationale et du d\u00e9veloppement est \u00e9galement reconnu.<\/p>\n\n\n\n

Le r\u00f4le de la diplomatie publique et des Minist\u00e8res des Affaires \u00e9trang\u00e8res est \u00e9galement abord\u00e9, ainsi que la n\u00e9cessit\u00e9 d’\u00e9tablir une structure de gestion de la marque pour assurer une int\u00e9gration efficace du Soft Power dans la strat\u00e9gie plus large de Nation Brand \/ Marque Nationale du pays.<\/p>\n\n\n\n

Soft Power \u2013 Planifi\u00e9 et Non Planifi\u00e9<\/strong><\/h2>\n\n\n\n

Comme pour le Nation Branding en g\u00e9n\u00e9ral, le Soft Power \u2013 un concept d\u00e9velopp\u00e9 par Joseph S. Nye Jr, qui nous a malheureusement quitt\u00e9s r\u00e9cemment \u2013 se caract\u00e9rise par une combinaison d’\u00e9l\u00e9ments planifi\u00e9s et non planifi\u00e9s.<\/p>\n\n\n\n

Dans le cadre d’une strat\u00e9gie planifi\u00e9e, plusieurs pays ont r\u00e9alis\u00e9 des investissements substantiels dans des institutions culturelles charg\u00e9es de promouvoir les ressources culturelles de leur pays, notamment la langue, la litt\u00e9rature, la musique, le th\u00e9\u00e2tre, le cin\u00e9ma et l’art. Des organisations telles que la Fondation du Japon, l’Institut Goethe, le British Council, L’Institut Fran\u00e7ais et l’Institut Confucius contribuent activement \u00e0 leur Marque Nationale en pr\u00e9sentant et en soutenant des \u00e9v\u00e9nements et des programmes de sensibilisation destin\u00e9s aux publics \u00e9trangers.<\/p>\n\n\n\n

Le Soft Power se manifeste sous diff\u00e9rentes formes d’un pays \u00e0 l’autre, \u00e9mergeant fr\u00e9quemment de mani\u00e8re organique plut\u00f4t que comme une initiative planifi\u00e9e.
Par exemple, dans le cas de l’\u00c9cosse, une grande partie du Soft Power du pays remonte aux d\u00e9buts de l’exportation du whisky \u00e9cossais et de l’imaginaire qui y est associ\u00e9 dans le reste du monde.<\/p>\n\n\n\n

Le Soft Power du Nigeria provient en grande partie de son industrie cin\u00e9matographique populaire au succ\u00e8s retentissant.<\/p>\n\n\n\n

Les ressources de Soft Power de la Jama\u00efque comprennent non seulement des figures embl\u00e9matiques telles que Bob Marley et Usain Bolt, mais aussi des \u00e9l\u00e9ments tels que les traditions culinaires du pays qui ont pu \u00eatre relativement n\u00e9glig\u00e9es. Bloom Consulting travaille avec la Jamaica Promotions Corporation (JAMPRO) depuis ao\u00fbt 2023 pour positionner la Jama\u00efque au-del\u00e0 de sa perception unique de destination touristique et pour mettre en avant la gastronomie et les opportunit\u00e9s d’investissement du pays. Ce travail a \u00e9t\u00e9 guid\u00e9 par le mod\u00e8le Bloom Consulting Nation Brand Taxonomy Model\u00a9 et a analys\u00e9 les perceptions internationales gr\u00e2ce aux logiciels propri\u00e9taires Live Quanti\u00a9, D2-Digital Demand\u00a9 et D2-Digital Supply\u00a9.<\/p>\n\n\n\n

Cependant, le Soft Power ne d\u00e9pend pas exclusivement des expressions culturelles ; il peut \u00e9galement d\u00e9couler de choix politiques tels que l’engagement de fonds dans l’aide internationale et le d\u00e9veloppement. Cela peut s’incarner dans le r\u00e9cit de la Marque Nationale d’un pays, comme dans le cas de la transition de la Cor\u00e9e du Sud d’un pays b\u00e9n\u00e9ficiaire de l’aide internationale \u00e0 un pays donateur. Cette transition ne repr\u00e9sente pas seulement une source de fiert\u00e9 nationale, elle constitue \u00e9galement un fondement important du Soft Power de la Nation Brand de la Cor\u00e9e du Sud sur la sc\u00e8ne mondiale.<\/p>\n\n\n\n

Diplomatie Publique et le R\u00f4le des Minist\u00e8res des Affaires \u00c9trang\u00e8res<\/strong><\/h2>\n\n\n\n

La diplomatie publique, mise en \u0153uvre par les Minist\u00e8res des Affaires \u00e9trang\u00e8res (MAE), peut soutenir la projection du Soft Power en tant qu’\u00e9l\u00e9ment de la strat\u00e9gie de Nation Brand d’un pays.<\/p>\n\n\n\n

Bien que d\u00e9sormais bien \u00e9tabli en tant que concept et pratique, il existe de grandes variations dans la mesure o\u00f9 la diplomatie publique est adopt\u00e9e par les MAE des diff\u00e9rents pays. Certains pays s’engagent activement dans la diplomatie publique comme moyen de promouvoir leur image \u00e0 l’\u00e9tranger, tandis que d’autres manifestent moins d’int\u00e9r\u00eat.<\/p>\n\n\n\n

Le MAE du Royaume-Uni \u2013 le Foreign, Commonwealth & Development Office (FCDO) \u2013 reconna\u00eet l’importance de la diplomatie publique et du Soft Power et, d\u00e9but 2025, a collabor\u00e9 avec le Department for Culture, Media and Sport (DCMS) pour \u00e9tablir un Soft Power Council<\/a> charg\u00e9 de fa\u00e7onner la strat\u00e9gie et l’impact du Soft Power du gouvernement britannique. Le d\u00e9fi dans ce cas sera de s’assurer que le travail du Soft Power Council se traduise par des actions concr\u00e8tes qui s’alignent sur la campagne GREAT plus large et la soutiennent, campagne qui a r\u00e9cemment fait l’objet d’un examen strat\u00e9gique ind\u00e9pendant par un panel d’experts de 3 personnes comprenant le pr\u00e9sident de Bloom Consulting, Keith Dinnie.<\/p>\n\n\n\n

Un autre pays dont le MAE d\u00e9montre un engagement clair envers la diplomatie publique est le Pakistan. Le Minist\u00e8re des Affaires \u00e9trang\u00e8res du Pakistan<\/a> d\u00e9finit ses principaux domaines de diplomatie publique comme suit : Diplomatie culturelle et sportive ; Programmes \u00e9ducatifs et liens entre les universit\u00e9s, les instituts de recherche et les groupes de r\u00e9flexion ; Engagement des jeunes et de la soci\u00e9t\u00e9 civile ; Tourisme, y compris le tourisme religieux ; et, Diplomatie num\u00e9rique.<\/p>\n\n\n\n

Soft Power et Nation Brand \/ Marque Nationale<\/strong><\/h2>\n\n\n\n

De nombreuses sources de Soft Power \u2013 telles que la musique, l’art et la litt\u00e9rature \u2013 \u00e9mergent de mani\u00e8re organique plut\u00f4t que d’une strat\u00e9gie planifi\u00e9e. Cependant, malgr\u00e9 sa nature largement organique, le Soft Power peut \u00eatre g\u00e9r\u00e9 et int\u00e9gr\u00e9 dans la strat\u00e9gie de Nation Branding d’un pays.<\/p>\n\n\n\n

Quel que soit le minist\u00e8re ou l’institution culturelle responsable de la projection du Soft Power du pays, la strat\u00e9gie de Soft Power doit s’aligner sur la strat\u00e9gie plus large de Nation Brand du pays. Assurer un tel alignement n\u00e9cessite la cr\u00e9ation d’une structure de gestion de la Nation Brand appropri\u00e9e, comme indiqu\u00e9 \u00e0 l’\u00e9tape 9 du Guide des 14 \u00c9tapes du Nation Branding de Bloom Consulting<\/a>. Chaque pays aura ses propres caract\u00e9ristiques et objectifs sp\u00e9cifiques, il n’existe donc pas de mod\u00e8le unique pour la structure de gestion de la Nation Brand.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Publi\u00e9 le 05.06.2025.\u00a0<\/p>\n\n\n\n

Citer l’article :<\/strong>
Bloom Consulting (2025). Comment int\u00e9grer le soft power dans le nation branding.\u00a0Bloom Consulting Journal<\/em>, 5 juin. Disponible \u00e0 : https:\/\/www.bloom-consulting.com\/journal\/fr\/integrer-le-soft-power-dans-le-nation-branding\/<\/p>\n","protected":false},"excerpt":{"rendered":"

La nature du Soft Power et les diff\u00e9rences entre Soft Power et Nation Branding ont \u00e9t\u00e9 explor\u00e9es dans un article pr\u00e9c\u00e9dent. Dans cet article, nous discutons de l’importance d’int\u00e9grer le Soft Power dans le Nation Branding pour aider \u00e0 d\u00e9velopper des perceptions positives d’un pays. Nous examinons la nature planifi\u00e9e et non planifi\u00e9e du Soft Power […]<\/p>\n","protected":false},"author":3,"featured_media":11419,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[762,536],"tags":[876,877,878,879,880,882,766,883],"class_list":{"0":"post-11439","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-place-fr","15":"tag-place-branding-2-fr","16":"tag-soft-power-fr"},"yoast_head":"\nInt\u00e9grer le Soft Power dans le Nation Branding - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Boostez l'image de votre pays. Soft power, culture, politique pour un nation branding fort. 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