{"id":1062,"date":"2020-01-06T13:27:18","date_gmt":"2020-01-06T13:27:18","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=1062"},"modified":"2025-05-15T08:58:35","modified_gmt":"2025-05-15T08:58:35","slug":"livro-nation-brand-builders","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/livro-nation-brand-builders\/","title":{"rendered":"Livro \u201cNation Brand Builders\u201d"},"content":{"rendered":"\n<p><em>\u201cQuando lhe dizem o nome de um Pa\u00eds, qual \u00e9 a primeira coisa em que pensa? As perce\u00e7\u00f5es, os sentimentos e as emo\u00e7\u00f5es que surgem sempre que ouve o nome de um Pa\u00eds. Isso \u00e9 a Marca Pa\u00eds.\u201d<\/em> Este \u00e9 o mote dado no in\u00edcio do livro de Jos\u00e9 Filipe Torres, o CEO da Bloom Consulting, lan\u00e7ado em 2019, em San Jos\u00e9, na Costa Rica. Ao longo dos \u00faltimos 15 anos, Jos\u00e9 tem vindo a documentar a evolu\u00e7\u00e3o das marcas de dezenas de Pa\u00edses, Regi\u00f5es e Cidades e a recolher apontamentos, experi\u00eancias e exemplos pr\u00e1ticos de como desenvolver, estruturar e gerir estrat\u00e9gias de Nation e Place Branding. Tudo isto combinado com as suas recomenda\u00e7\u00f5es e uma perspetiva sobre o futuro \u2013 o Nation Branding 2.0 \u2013 resultou na obra <strong>\u201cNation Brand Builders\u201d<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3 coisas que precisa de saber sobre \u201cNation Brand Builders\u201d<\/strong><\/h2>\n\n\n\n<p><strong>O que difere este livro dos demais sobre a \u00e1rea do Nation e Place Branding?<\/strong><\/p>\n\n\n\n<p>Malcolm Allan, o Presidente da Bloom Consulting, explica a diferen\u00e7a no pref\u00e1cio da obra: \u201c<em>muitos dos livros sobre Nation e Place Branding s\u00e3o escritos por acad\u00e9micos de universidades ou think tanks, com uma experi\u00eancia pr\u00e1tica limitada. Consequentemente, a maioria est\u00e1 focada na teoria, o que os torna desprovidos de observa\u00e7\u00f5es e li\u00e7\u00f5es relevantes para o presente e o futuro desta \u00e1rea, ao contr\u00e1rio do livro do Jos\u00e9<\/em>.\u201d<\/p>\n\n\n\n<p><strong>A quem pode interessar o livro \u201cNation Brand Builders\u201d?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A quem est\u00e1 a dar in\u00edcio a um projeto de Nation e Place Branding e precisa de adquirir conhecimento sobre a \u00e1rea, o seu contexto e casos pr\u00e1ticos;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A quem est\u00e1 a dar in\u00edcio a um projeto de Nation e Place Banding e precisa de explicar a base essencial desta \u00e1rea aos seus <em>stakeholders<\/em>, de uma forma clara e pr\u00e1tica;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Aos profissionais do setor que estejam interessados em saber mais sobre o Nation Branding 2.0, ou seja, sobre a import\u00e2ncia, impacto e gest\u00e3o da Identidade Digital das Marcas Pa\u00eds, Regi\u00e3o ou Cidade.<\/li>\n<\/ul>\n\n\n\n<p><strong>O que podemos encontrar no livro \u201cNation Brand Builders\u201d?<\/strong><\/p>\n\n\n\n<p>Na primeira parte, Jos\u00e9 Filipe\nTorres faz uma an\u00e1lise retrospetiva das iniciativas de 44 Pa\u00edses, Regi\u00f5es e Cidades durante os \u00faltimos 15 anos, em\ntermos de a\u00e7\u00f5es, atividades, medidas e pol\u00edticas levadas a cabo para gerir a\nsua reputa\u00e7\u00e3o proactivamente. Para al\u00e9m disso, Jos\u00e9 examina alguns eventos que,\ntendo acontecido por acaso, alteraram a reputa\u00e7\u00e3o dos destinos, aos quais chama\nde \u201cNation Branding Adventures\u201d.<\/p>\n\n\n\n<p>Est\u00f3nia, Su\u00e9cia, Nova Zel\u00e2ndia, <a rel=\"noreferrer noopener\" aria-label=\"Costa Rica (opens in a new tab)\" href=\"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/costa-rica-como-um-pais-pequeno-pode-ter-uma-grande-visao\/\" target=\"_blank\">Costa Rica<\/a> e Barcelona. \u00c0 primeira vista, estes cinco destinos parecem nada ter em comum, mas a verdade \u00e9 que todos conseguiram transformar a teoria de Place Branding em pr\u00e1tica \u2013 s\u00e3o os exemplos de sucesso a seguir, os verdadeiros <strong>Nation Brand Builders<\/strong>.<\/p>\n\n\n\n<p>Mas como o conseguiram? Atrav\u00e9s de tr\u00eas <a rel=\"noreferrer noopener\" aria-label=\"componentes essenciais (opens in a new tab)\" href=\"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/os-fundamentos-de-uma-estrategia-de-marca-pais-ou-cidade-bem-sucedida\/\" target=\"_blank\">componentes essenciais<\/a> que vai ficar a conhecer a fundo na segunda parte do livro: pensar estrategicamente, com o desenvolvimento de uma Ideia Central e o alinhamento de todas as a\u00e7\u00f5es, atividades e pol\u00edticas com esta ideia; a implementa\u00e7\u00e3o de uma estrutura de gest\u00e3o; e a cria\u00e7\u00e3o de um sistema de medi\u00e7\u00e3o.<\/p>\n\n\n\n<p>Estrat\u00e9gia, gest\u00e3o e medi\u00e7\u00e3o s\u00e3o, portanto, os elementos fundamentais compartilhados entre as Marcas Pa\u00eds bem-sucedidas, de acordo com a experi\u00eancia de Jos\u00e9 Torres. Contudo, na terceira e \u00faltima parte, o CEO da Bloom Consulting reflete sobre um quarto aspeto fulcral para a mudan\u00e7a positiva da reputa\u00e7\u00e3o de Pa\u00edses, Regi\u00f5es e Cidades: a Identidade Digital da sua marca.<\/p>\n\n\n\n<p>Ou seja, o que acontece no\nmundo real, acontece igualmente no mundo digital, logo os destinos t\u00eam de saber\ngerir estrategicamente a sua presen\u00e7a online. Porque a Identidade Digital de\numa Marca Pa\u00eds, Regi\u00e3o ou Cidade tem um grande efeito e impacto nos <em>stakeholders<\/em>\nna vida real, dada \u00e0 acessibilidade e credibilidade atribu\u00edda \u00e0s plataformas\ndigitais.<\/p>\n\n\n\n<p>\u00c9 o fim do Nation Branding\n1.0 e o reconhecimento do Nation Branding 2.0 como a nova era do Nation e Place\nBranding.<\/p>\n\n\n\n<p><a rel=\"noreferrer noopener\" label=\"Comprar livro aqui! (opens in a new tab)\" href=\"https:\/\/www.fnac.pt\/Nation-Brand-Builders-Varios\/a7163475\" target=\"_blank\"><strong>Compre o livro aqui!<\/strong><\/a><\/p>\n\n\n\n<p class=\"has-text-align-right\">Publicado em 13.05.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cQuando lhe dizem o nome de um Pa\u00eds, qual \u00e9 a primeira coisa em que pensa? As perce\u00e7\u00f5es, os sentimentos e as emo\u00e7\u00f5es que surgem sempre que ouve o nome de um Pa\u00eds. Isso \u00e9 a Marca Pa\u00eds.\u201d Este \u00e9 o mote dado no in\u00edcio do livro de Jos\u00e9 Filipe Torres, o CEO da Bloom [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1068,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[147,109],"tags":[172,162,171,346,160,174,347,155,163,157,151,204,235,161,129,153,183,203,144,348,150,169,154,170,350],"class_list":{"0":"post-1062","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-destaques","8":"category-publicacoes-pt","9":"tag-bloom-consulting","10":"tag-cidade-digital","11":"tag-cidades","12":"tag-cities-pt-pt-2","13":"tag-city-branding","14":"tag-countries","15":"tag-countries-pt-pt-2","16":"tag-country-branding","17":"tag-digital-city","18":"tag-digital-country","19":"tag-identidade-digital","20":"tag-jose-filipe-torres","21":"tag-livro","22":"tag-marca-cidade","23":"tag-marca-pais","24":"tag-marca-territorial","25":"tag-nation-and-place-branding","26":"tag-nation-brand-builders","27":"tag-nation-branding","28":"tag-nation-branding-pt-pt-2","29":"tag-pais-digital","30":"tag-paises","31":"tag-place-branding","32":"tag-regioes","33":"tag-regions-pt-pt-2"},"yoast_head":"<!-- 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