{"id":12158,"date":"2025-11-25T12:02:01","date_gmt":"2025-11-25T12:02:01","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=12158"},"modified":"2025-11-25T12:02:03","modified_gmt":"2025-11-25T12:02:03","slug":"impacto-das-marcas-territoriais-na-economia","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/impacto-das-marcas-territoriais-na-economia\/","title":{"rendered":"O Impacto das Marcas Territoriais na Economia Local e Global"},"content":{"rendered":"\n<p>A Bloom Consulting tem o orgulho de apresentar o primeiro estudo de sempre sobre o impacto das Marcas Territoriais nas economias locais e globais.<\/p>\n\n\n\n<p>Esta investiga\u00e7\u00e3o foi realizada em colabora\u00e7\u00e3o com a <a href=\"http:\/\/www.citynationplace.com\">City Nation Place<\/a> e orientada por um Conselho Consultivo para Supervis\u00e3o Cient\u00edfica, que inclui especialistas da <a href=\"https:\/\/www.upf.edu\/\">Universitat Pompeu Fabra<\/a>, <a href=\"https:\/\/www.uab.cat\/web\/universitat-autonoma-de-barcelona-1345467954774.html\">Universitat Aut\u00f2noma de Barcelona<\/a> e <a href=\"https:\/\/www.usal.es\/\">Universidad de Salamanca<\/a>. Mais de 100 pa\u00edses e cidades participaram neste estudo inovador:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-1024x1024.png\" alt=\"Maps with the scope of the Impact study by Bloom Consulting\" class=\"wp-image-10325 lazyload\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-1024x1024.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-300x300.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-150x150.png 150w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-768x768.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-696x696.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-1068x1068.png 1068w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study-420x420.png 420w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Maps-with-a-scope-of-the-study.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;\" \/><\/figure>\n\n\n\n<p>As perce\u00e7\u00f5es (Marca Territorial) representam aproximadamente um quarto do valor total das transa\u00e7\u00f5es de turismo, entradas de IED e atra\u00e7\u00e3o de talentos. Ou seja, para cada $1.000 que um pa\u00eds ou cidade atrai atrav\u00e9s do turismo ou investimento direto estrangeiro, aproximadamente <strong>$250 est\u00e3o diretamente ligados \u00e0 perce\u00e7\u00e3o.<\/strong><br><br>Se extrapolarmos este c\u00e1lculo para a economia global, isso significa um total de $934 mil milh\u00f5es, o que representa aproximadamente 1% do PIB global. Para contextualizar este valor, \u00e9 compar\u00e1vel ao tamanho total do mercado de energias renov\u00e1veis ou a todo o setor da economia criativa.<br><br>O estudo da Bloom Consulting tamb\u00e9m demonstrou (Cap\u00edtulos 3.2 e 4.1) que, numa m\u00e9dia global, se um Pa\u00eds ou Cidade melhorar a sua perce\u00e7\u00e3o em 0,1 numa escala de 0 (extremamente negativa) a 5 (extremamente positiva), representaria hipoteticamente um aumento nas receitas de turismo de 12%, um acr\u00e9scimo de USD 1,24 mil milh\u00f5es. De forma semelhante, um aumento de 0,1 na perce\u00e7\u00e3o de uma cidade, aumentaria hipoteticamente as receitas de turismo em 17%, equivalente a USD 0,97 mil milh\u00f5es.<br><br>A mesma l\u00f3gica aplica-se ao investimento direto estrangeiro (IED), com propor\u00e7\u00f5es semelhantes encontradas. A atra\u00e7\u00e3o de talentos, no entanto, \u00e9 a \u201cDimens\u00e3o\u201d mais impactada, onde um aumento de 0,1 na perce\u00e7\u00e3o, renderia hipoteticamente um aumento de 18% na migra\u00e7\u00e3o para Pa\u00edses, um adicional de 0,36 milh\u00f5es de expatriados. De forma semelhante, uma melhoria de 0,1 na perce\u00e7\u00e3o, levaria hipoteticamente a um aumento de 24% na migra\u00e7\u00e3o para Cidades, resultando em um adicional de 0,10 milh\u00f5es de expatriados.<\/p>\n\n\n\n<p><strong>Aqui est\u00e1 o resumo das conclus\u00f5es<\/strong><\/p>\n\n\n\n<p>\u2022 Perce\u00e7\u00e3o (Marcas Territoriais) representa 24% e 23% das receitas de turismo para um Pa\u00eds e uma Cidade, respetivamente.<br>\u2022 De forma semelhante, a perce\u00e7\u00e3o afeta 24% das entradas de investimento direto estrangeiro num Pa\u00eds e 37% numa Cidade.<br>\u2022 No que toca a Talentos, a perce\u00e7\u00e3o explica aproximadamente 26% e 22% da popula\u00e7\u00e3o de migra\u00e7\u00e3o l\u00edquida para um Pa\u00eds e uma Cidade, respetivamente.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-1024x1024.png\" alt=\"C\" class=\"wp-image-10338 lazyload\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;width:690px;height:auto\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-1024x1024.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-300x300.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-150x150.png 150w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-768x768.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-696x696.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-1068x1068.png 1068w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting-420x420.png 420w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/10\/Colleration-Summary-graph-Bloom-Consulting.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n\n\n\n<p><strong>Conclus\u00e3o<\/strong><\/p>\n\n\n\n<p>Este c\u00e1lculo pode ser de extrema utilidade para Pa\u00edses e Cidades utilizarem como M\u00e9trica-Chave para avaliar o quanto a sua Marca Pa\u00eds ou Marca Cidade (Perce\u00e7\u00e3o) est\u00e1 a impactar ou a contribuir para a sua economia. Compreender a inter-rela\u00e7\u00e3o complexa entre as perce\u00e7\u00f5es e o impacto econ\u00f3mico tem uma import\u00e2ncia crucial para \u00f3rg\u00e3os governamentais, autoridades de turismo, IPAs, entidades de atra\u00e7\u00e3o de talentos e o setor privado. Este entendimento facilita a\u00e7\u00f5es estrat\u00e9gicas, atividades, e pol\u00edticas em alinhamento com as perce\u00e7\u00f5es prevalecentes, previsores precisos de ganhos econ\u00f3micos e posicionamento competitivo.<\/p>\n\n\n\n<p><strong>O relat\u00f3rio est\u00e1 dispon\u00edvel gratuitamente, ao fazer o download aqui:<\/strong><\/p>\n\n\n\n<p><strong>Estudo completo:<\/strong> <a href=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2025\/03\/bloom_consulting_impact_of_nation_and_place_brands_on_the_economy.pdf\">The Impact of Nation and Place Brands on the Local and Global Economy<\/a><\/p>\n\n\n\n<p><strong>Anexo:<\/strong> <a href=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/11\/addendum_bloom_consulting_impact_of_nation_and_place_brands_on_the_economy.pdf\">The Impact of Nation and Place Brands on the Local and Global Economy<\/a><\/p>\n\n\n\n<p><br><strong>Citar artigo:<\/strong> Bloom Consulting (2024). O Impacto das Marcas Territoriais na Economia Local e Global. Bloom Consulting Journal, 22 de Outubro. Dispon\u00edvel em: https:\/\/www.bloom-consulting.com\/pt\/journal\/impacto-das-marcas-territoriais-na-economia<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Bloom Consulting tem o orgulho de apresentar o primeiro estudo de sempre sobre o impacto das Marcas Territoriais nas economias locais e globais. Esta investiga\u00e7\u00e3o foi realizada em colabora\u00e7\u00e3o com a City Nation Place e orientada por um Conselho Consultivo para Supervis\u00e3o Cient\u00edfica, que inclui especialistas da Universitat Pompeu Fabra, Universitat Aut\u00f2noma de Barcelona [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":10436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[147,117,119],"tags":[352,348,353,354],"class_list":{"0":"post-12158","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-destaques","8":"category-pesquisa","9":"category-relatorios","10":"tag-nation-and-place-brand-pt-pt","11":"tag-nation-branding-pt-pt-2","12":"tag-reports-pt-pt","13":"tag-research-pt-pt-2"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ 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