{"id":8025,"date":"2024-02-16T13:53:44","date_gmt":"2024-02-16T13:53:44","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=8025"},"modified":"2024-02-16T13:53:45","modified_gmt":"2024-02-16T13:53:45","slug":"impact-gestion-crise-covid19-marques-nationales","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/impact-gestion-crise-covid19-marques-nationales\/","title":{"rendered":"Recherche : l’impact de la gestion de crise du COVID-19 sur les marques nationales"},"content":{"rendered":"\n

Lorsque l’Organisation Mondiale de la Sant\u00e9 (OMS) a annonc\u00e9 que l’\u00e9pid\u00e9mie de Covid-19 \u00e9tait une pand\u00e9mie le 11 mars 2020, Bloom Consulting a su, en tant que cabinet de conseil sp\u00e9cialis\u00e9 dans le Nation and Place Branding, qu’il devait aider les pays, les r\u00e9gions et les villes \u00e0 mieux comprendre l’impact du nouveau virus sur leur Marque Nationale (Nation Brand). Avec D2 Analytics<\/a> (soci\u00e9t\u00e9 s\u0153ur de Bloom Consulting), nous avons r\u00e9alis\u00e9 une \u00e9tude d\u00e9taill\u00e9e qui vise \u00e0 fournir des donn\u00e9es utiles et des conseils complets aux marques des pays, des r\u00e9gions et des villes sur la fa\u00e7on de g\u00e9rer la crise.<\/p>\n\n\n\n

La nouvelle \u00e9tude sera pr\u00e9sent\u00e9e en exclusivit\u00e9 par notre PDG, Jose Filipe Torres, lors d’un webinaire<\/a> gratuit le 27 mai. Le webinaire sera organis\u00e9 en partenariat avec City Nation Place, et Rebecca Smith, directrice de New Zealand Story, participera \u00e9galement \u00e0 la session. L’\u00e9tude sera disponible en ligne pour le public sur le site web de Bloom Consulting le m\u00eame jour<\/a>.<\/p>\n\n\n\n

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Le webinaire sera organis\u00e9 en partenariat avec City Nation Place.<\/figcaption><\/figure>\n\n\n\n

L’\u00e9tude vise \u00e0 identifier l’impact r\u00e9el de la pand\u00e9mie de Covid-19 sur les marques nationales. L’objectif est de comprendre si la mani\u00e8re dont les nations et les gouvernements g\u00e8rent la crise mondiale affecte la perception de leurs marques. <\/p>\n\n\n\n

Les logiciels Live Quanti – D2\u00a9 et Digital Demand – D2\u00a9, a analys\u00e9 les perceptions de 140 pays. Cela nous a offert une perspective unique qui nous a permis de comprendre l’\u00e9tendue et l’impact de la situation sur les marques nationales et les cinq dimensions de la roue de la marque pays \u00a9 de Bloom<\/p>\n\n\n\n

L’impact de la r\u00e9ponse \u00e0 la crise sur l’image de marque de la nation<\/strong><\/strong><\/h4>\n\n\n\n

La crise du Covid-19 a mis \u00e0 l’\u00e9preuve la capacit\u00e9 des pays \u00e0 r\u00e9pondre \u00e0 la progression rapide de la contagion comme jamais auparavant. Les actions des institutions, des gouvernements et des citoyens ont \u00e9t\u00e9 plac\u00e9es au centre de l’opinion publique mondiale.<\/p>\n\n\n\n

En fonction de la mani\u00e8re dont la situation d’urgence a \u00e9t\u00e9 g\u00e9r\u00e9e, les perceptions ont-elles chang\u00e9 pour le meilleur ou pour le pire ? Cela se refl\u00e9tera-t-il dans la fa\u00e7on dont les citoyens per\u00e7oivent les pays du monde entier et leurs marques ? Voil\u00e0 quelques questions que l’\u00e9tude de Bloom Consulting aide \u00e0 clarifier.<\/p>\n\n\n\n

Lors du webinaire, Jose Filipe Torres abordera certains des 140 pays nomin\u00e9s ainsi que d’autres analyses sp\u00e9cifiques qui \u00e9clairent la situation actuelle. Par exemple, l’\u00e9tude a montr\u00e9 une diff\u00e9rence significative entre les perceptions de la gouvernance publique et celles de l’identit\u00e9 et de la culture.<\/p>\n\n\n

\n
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Les intervenants du webinaire<\/figcaption><\/figure><\/div>\n\n\n

\u00c0 partir de cette d\u00e9couverte, la question suivante \u00e9tait de comprendre comment ces perceptions affectent les marques nationales et quelles seraient les cons\u00e9quences de l’attrait du pays en termes de volont\u00e9 des citoyens de visiter, de vivre, d’\u00e9tudier, d’investir et d’acheter dans ces pays. Les r\u00e9ponses ont r\u00e9v\u00e9l\u00e9 que 68% des personnes interrog\u00e9es ont d\u00e9clar\u00e9 que la crise avait chang\u00e9 leur perception des pays, pour le meilleur ou pour le pire<\/strong>.<\/p>\n\n\n\n

Jose Filipe Torres utilisera des exemples concrets de marques nationales touch\u00e9es pour illustrer comment le R0 ou R-Naught, qui symbolise le niveau de contagion d’un virus, peut \u00eatre appliqu\u00e9 aux marques nationales sous la forme d’un B0 ou Brand-Naught. Adapt\u00e9 aux marques nationales, un ratio parfait de perceptions positives est n\u00e9cessaire pour \u00e9quilibrer les perceptions n\u00e9gatives et restaurer ou garantir leur bonne r\u00e9putation. Il s’agit d’une formule innovante fournie par Bloom Consulting pour permettre aux nations d’\u00e9valuer leur situation en temps de crise. Toutefois, cette formule ne se limite pas aux p\u00e9riodes de crise, elle peut \u00e9galement s’appliquer \u00e0 tout \u00e9l\u00e9ment d’une strat\u00e9gie de Nation Branding.<\/p>\n\n\n\n

Enfin, le webinaire pr\u00e9sentera des recommandations intuitives et des strat\u00e9gies cl\u00e9s que les marques nationales peuvent adopter pour g\u00e9rer de mani\u00e8re proactive leurs marques dans les situations de crise et mieux se pr\u00e9parer pour l’avenir.<\/p>\n\n\n\n

Impact sur le tourisme<\/strong><\/strong><\/h4>\n\n\n\n

(Un deuxi\u00e8me rapport sera publi\u00e9 le lendemain du webinaire : le 28 mai)<\/strong><\/em><\/strong><\/p>\n\n\n\n

En quelques semaines, nous avons assist\u00e9 \u00e0 un arr\u00eat sans pr\u00e9c\u00e9dent d’un secteur vital de l’\u00e9conomie mondiale, le tourisme. Le nombre de touristes est pass\u00e9 de 1 500 000 000 en 2019 \u00e0 aucun. Selon les donn\u00e9es de l’Organisation mondiale du tourisme, il y a \u00e9galement eu une r\u00e9duction de 80 % des vols commerciaux dans le monde entier, ce qui a entra\u00een\u00e9 la faillite potentielle des compagnies a\u00e9riennes si la tendance \u00e0 la baisse se poursuit. Il s’agit du plus grand coup d’arr\u00eat connu dans le secteur du tourisme, notamment \u00e0 une \u00e9poque o\u00f9 l’on parle d’un exc\u00e8s de tourisme dans certaines parties du monde.<\/p>\n\n\n\n

Bien que l’\u00e9tude comprenne une analyse approfondie des cinq dimensions de la roue de la marque pays\u00a9 de Bloom Consulting, il \u00e9tait n\u00e9cessaire de cr\u00e9er un deuxi\u00e8me rapport consacr\u00e9 au tourisme, qui sera publi\u00e9 sur notre site web peu apr\u00e8s le webinaire. Cette dimension \u00e9tant l’une des plus touch\u00e9es au monde, nous pensons que les donn\u00e9es recueillies constituent un point de d\u00e9part fondamental pour repenser et red\u00e9finir l’industrie du tourisme.<\/p>\n\n\n\n

Plusieurs sc\u00e9narios d’apr\u00e8s-crise ont \u00e9t\u00e9 analys\u00e9s pour avoir une id\u00e9e du moment o\u00f9 les touristes se sentiraient \u00e0 l’aise pour voyager \u00e0 nouveau et les r\u00e9sultats ont \u00e9t\u00e9 tr\u00e8s surprenants ! \u00c0 l’instar de la situation \u00e0 laquelle Nation Brands est confront\u00e9e, il existe quelques recommandations pour les DMO en ce qui concerne la gestion de la situation actuelle, la pr\u00e9paration de l’apr\u00e8s-crise et, surtout, la planification de nouvelles crises qui pourraient survenir.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lorsque l’Organisation Mondiale de la Sant\u00e9 (OMS) a annonc\u00e9 que l’\u00e9pid\u00e9mie de Covid-19 \u00e9tait une pand\u00e9mie le 11 mars 2020, Bloom Consulting a su, en tant que cabinet de conseil sp\u00e9cialis\u00e9 dans le Nation and Place Branding, qu’il devait aider les pays, les r\u00e9gions et les villes \u00e0 mieux comprendre l’impact du nouveau virus sur […]<\/p>\n","protected":false},"author":3,"featured_media":7613,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[762,639,541],"tags":[568,555,880,672],"class_list":{"0":"post-8025","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights-fr","8":"category-keynotes-et-presentations","9":"category-notre-travail","10":"tag-covid-19-3","11":"tag-marques-nationales","12":"tag-nation-branding-fr","13":"tag-recherche"},"yoast_head":"\nRecherche : l'impact de la gestion de crise du COVID-19 sur les marques nationales - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Explorez l'impact de la gestion de la crise du COVID-19 sur les marques nationales. 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