{"id":8196,"date":"2024-03-04T15:25:43","date_gmt":"2024-03-04T15:25:43","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=8196"},"modified":"2024-03-04T15:25:44","modified_gmt":"2024-03-04T15:25:44","slug":"classement-marques-nationales-2022-2023-commerce","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/classement-marques-nationales-2022-2023-commerce\/","title":{"rendered":"Faits saillants du classement des marques nationales 2022|2023 \u00c9dition \u201cTrade\u201d"},"content":{"rendered":"\n

Le dernier classement des marques nationales de Bloom Consulting<\/a> est le premier \u00e0 r\u00e9v\u00e9ler les impacts du Covid-19 sur les performances des marques nationales et territoriales dans le monde. Outre la situation de la sant\u00e9 publique mondiale et sa gestion, des d\u00e9cisions politiques comme le Brexit, les \u00e9v\u00e9nements climatiques, etc. ont marqu\u00e9 les r\u00e9sultats de cette ann\u00e9e. Attention, cette \u00e9dition ne montre pas encore l\u2019impact de la guerre russo-ukrainienne.<\/p>\n\n\n\n

Alors, qui a grimp\u00e9 et qui a tr\u00e9buch\u00e9 dans le classement Trade de cette ann\u00e9e ? Dans cet article, nous examinerons les pays qui sont entr\u00e9s dans le Top 10, ainsi que certaines des plus grandes hausses et baisses.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Des grandes performances<\/strong><\/strong><\/strong><\/p>\n\n\n\n

Malgr\u00e9 le Brexit, le Royaume-Uni a fait tomber les \u00c9tats-Unis d’Am\u00e9rique (USA) pour la premi\u00e8re fois depuis la cr\u00e9ation du Bloom Consulting Country Brand Ranking. Le Royaume-Uni a maintenu un IDE net et une note CBS \u00a9 (AA) \u00e9lev\u00e9s, qui ont compens\u00e9 la baisse de D2 \u2013 Demande num\u00e9rique \u00a9.<\/a><\/p>\n\n\n\n

En Europe \u00e9galement, la France<\/strong> a gagn\u00e9 du terrain et l’Allemagne<\/strong> a grimp\u00e9 de quatre places dans le classement mondial gr\u00e2ce au caract\u00e8re comp\u00e9titif et innovant de son \u00e9conomie. L’Europe s’affirme comme l’une des r\u00e9gions les plus attractives pour les investisseurs, les r\u00e9sultats de cette ann\u00e9e confirmant la tendance observ\u00e9e lors des \u00e9ditions pr\u00e9c\u00e9dentes.<\/p>\n\n\n\n

Aux c\u00f4t\u00e9s des \u00c9tats-Unis, le Canada<\/strong> et le Br\u00e9sil<\/strong> figurent toujours dans le Top 10 mondial, avec des changements mineurs dans leurs performances. M\u00eame si le Canada s’est am\u00e9lior\u00e9 pour D2 – Demande num\u00e9rique \u00a9, il a obtenu un score plus faible en termes d’IDE net et de performance des m\u00e9dias sociaux.<\/p>\n\n\n\n

En Asie, l\u2019Inde<\/strong> est d\u00e9sormais en t\u00eate, laissant derri\u00e8re elle la Chine, Singapour et d\u2019autres acteurs cl\u00e9s traditionnels. Ses scores pour D2 \u2013 Demande num\u00e9rique \u00a9, les entr\u00e9es nettes moyennes d\u2019IDE et la performance des m\u00e9dias sociaux sont remarquables. L\u2019Inde a plac\u00e9 la barre tr\u00e8s haut, ce qui encouragera probablement la poursuite du succ\u00e8s \u00e0 l\u2019avenir.<\/p>\n\n\n\n

En tant que r\u00e9gion, l\u2019Oc\u00e9anie n\u2019a signal\u00e9 que des fluctuations mineures. L\u2019Australie<\/strong> reste fermement en t\u00eate, n\u2019ayant perdu qu\u2019une seule place au niveau mondial malgr\u00e9 les restrictions tr\u00e8s strictes li\u00e9es au Covid-19.<\/p>\n\n\n\n

Aucun pays d’Afrique n’est parvenu cette ann\u00e9e dans le Top 10 mondial ni m\u00eame dans le Top 25, et le classement de l’Afrique a connu des fluctuations consid\u00e9rables. Le Nigeria<\/strong> est d\u00e9sormais en t\u00eate du classement continental, rel\u00e9guant l’Afrique du Sud<\/strong> \u00e0 la deuxi\u00e8me place.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Les plus grandes hausses et baisses<\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n\n

L\u2019Asie a signal\u00e9 certains des changements les plus significatifs. M\u00eame s\u2019il n\u2019a pas r\u00e9ussi \u00e0 se faufiler dans le Top 10, le Japon<\/strong> est \u00e0 surveiller. Apr\u00e8s avoir gagn\u00e9 14 places dans le classement, le Japon a r\u00e9alis\u00e9 le plus grand bond cette ann\u00e9e, malgr\u00e9 la baisse de ses IDE nets et la baisse du CBS Rating \u00a9. Le pays a r\u00e9alis\u00e9 de grands progr\u00e8s en termes de D2 – Digital Demand \u00a9 et de performance en ligne. La marque Nation est forte.<\/p>\n\n\n\n

En Asie \u00e9galement, Singapour<\/strong> revient sur les rails apr\u00e8s avoir quitt\u00e9 le Top 10 lors de la derni\u00e8re \u00e9dition. Les efforts d\u2019att\u00e9nuation doivent porter leurs fruits puisque les scores Net FDI et D2 \u2013 Digital Demand \u00a9 se sont am\u00e9lior\u00e9s. Singapour poss\u00e8de la note CBS (AAA) la plus \u00e9lev\u00e9e possible, ce qui illustre la pertinence et la force de sa marque nationale.<\/p>\n\n\n\n

Cela a \u00e9t\u00e9 une p\u00e9riode assez dramatique pour la Chine<\/strong>, qui doit faire face \u00e0 la d\u00e9faite face \u00e0 l\u2019Inde. Alors que les scores de performance sur les r\u00e9seaux sociaux et en ligne ont augment\u00e9, le pays a \u00e9t\u00e9 confront\u00e9 \u00e0 une forte concurrence. Bien entendu, la pand\u00e9mie de Covid-19 laisse \u00e9galement des traces, qui commencent \u00e0 se voir dans les r\u00e9sultats de Net FDI et D2 – Digital Demand \u00a9. Il ne fait aucun doute que les effets continueront de se faire sentir \u00e0 mesure que les p\u00e9nuries de mat\u00e9riaux red\u00e9finissent la cha\u00eene d\u2019approvisionnement mondiale et les portefeuilles d\u2019investissement.<\/p>\n\n\n\n

Hong Kong a \u00e9galement perdu cette ann\u00e9e, perdant cinq places au classement. Les \u00e9v\u00e9nements politiques et sociaux de 2019 – 2020 ont marqu\u00e9 D2 – Digital Demand \u00a9. L\u2019IDE net n\u2019a toutefois pas souffert.<\/strong><\/p>\n\n\n\n

Pour une image compl\u00e8te, t\u00e9l\u00e9chargez le rapport complet<\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n\n

L’\u00e9dition compl\u00e8te du Bloom Consulting Country Brand Ranking Trade en r\u00e9v\u00e9lera davantage sur les hausses, les baisses et les acteurs stables de cette ann\u00e9e. Comme toujours, il est disponible en t\u00e9l\u00e9chargement gratuit. Le rapport est con\u00e7u pour servir de r\u00e9f\u00e9rence et aider les responsables de marque et autres parties prenantes dans le processus de branding national. Le Forum \u00e9conomique mondial, la Banque mondiale et la Commission europ\u00e9enne du tourisme utilisent \u00e9galement ces donn\u00e9es.<\/p>\n\n\n\n

T\u00e9l\u00e9chargez le classement complet des marques nationales de Bloom Consulting ici: Bloom Consulting Country Brand Ranking.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le dernier classement des marques nationales de Bloom Consulting est le premier \u00e0 r\u00e9v\u00e9ler les impacts du Covid-19 sur les performances des marques nationales et territoriales dans le monde. Outre la situation de la sant\u00e9 publique mondiale et sa gestion, des d\u00e9cisions politiques comme le Brexit, les \u00e9v\u00e9nements climatiques, etc. ont marqu\u00e9 les r\u00e9sultats de […]<\/p>\n","protected":false},"author":3,"featured_media":7526,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[630,762,539],"tags":[597,752,766,758],"class_list":{"0":"post-8196","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-classements","8":"category-highlights-fr","9":"category-recherche","10":"tag-classement-des-marques-nationales","11":"tag-fait-saillants","12":"tag-place-branding-2-fr","13":"tag-trade-3"},"yoast_head":"\nClassement des marques nationales 2022|2023 \u00c9dition "Trade"<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les performances du classement 2022-2023 dans le commerce mondial. 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