{"id":2298,"date":"2020-05-18T12:54:29","date_gmt":"2020-05-18T12:54:29","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=2298"},"modified":"2020-05-25T09:48:22","modified_gmt":"2020-05-25T09:48:22","slug":"o-impacto-da-crise-de-covid-19-nas-marcas-pais","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/o-impacto-da-crise-de-covid-19-nas-marcas-pais\/","title":{"rendered":"O impacto da crise de Covid-19 nas Marcas Pa\u00eds"},"content":{"rendered":"\n

Ap\u00f3s a declara\u00e7\u00e3o do surto da Covid-19 como pandemia pela Organiza\u00e7\u00e3o Mundial da Sa\u00fade (OMS), a 11 de mar\u00e7o de 2020, a Bloom Consulting, como consultora especializada em Nation e Place Branding, sabia que tinha de ajudar os Pa\u00edses, Regi\u00f5es e Cidades a compreender melhor o impacto global do novo coronav\u00edrus nas suas marcas. Em conjunto com a D2 Analytics<\/a> <\/strong>(empresa do Grupo da Bloom Consulting), realiz\u00e1mos um grande estudo que ir\u00e1 fornecer dados e orienta\u00e7\u00f5es vitais \u00e0s Marcas Pa\u00eds, Regi\u00e3o e Cidade para gerirem esta crise.<\/p>\n\n\n\n

Este novo estudo ser\u00e1 apresentado pelo nosso CEO, Jos\u00e9 Filipe Torres, em exclusivo, num webinar<\/a><\/em><\/strong> gratuito, a realizar-se no pr\u00f3ximo dia 27 de maio, em parceria com o City Nation Place<\/em>. Contar\u00e1 igualmente com a presen\u00e7a de Rebecca Smith, Diretora da New Zealand Story<\/em> e de Niall Gibbons, CEO do Tourism Ireland<\/em>. O estudo ficar\u00e1 dispon\u00edvel nesse dia no Bloom Consulting Journal<\/a><\/strong>, para consulta p\u00fablica.<\/p>\n\n\n\n

\"cnp-webinar\"<\/a>
O webinar vai realizar-se em parceria com o City Nation Place<\/em> <\/figcaption><\/figure>\n\n\n\n

Este estudo pretende identificar o impacto real da\npandemia de Covid-19 nas Marcas Pa\u00eds, para perceber se a forma como as na\u00e7\u00f5es e\nos governos est\u00e3o a lidar com esta crise mundial est\u00e1 a afetar as perce\u00e7\u00f5es das\nsuas marcas.<\/p>\n\n\n\n

Usando os softwares Live Quanti \u2013 D2<\/em>\u00a9<\/strong> e Digital Demand \u2013 D2<\/em>\u00a9, foram analisadas as perce\u00e7\u00f5es internacionais a 140 Pa\u00edses. Este enorme conjunto de dados e informa\u00e7\u00f5es proporcionou uma perspetiva \u00fanica para compreender a extens\u00e3o e o impacto desta situa\u00e7\u00e3o nas Marcas Pa\u00eds e nas respetivas cinco dimens\u00f5es \u2013 Turismo, Investimento, Talento, Exporta\u00e7\u00f5es e Proemin\u00eancia \u2013 que constam da Country Brand Wheel<\/em> \u00a9 da Bloom Consulting.<\/p>\n\n\n\n

O impacto da resposta \u00e0 crise no Nation Branding<\/strong><\/h4>\n\n\n\n

A crise da Covid-19 testou, como nunca, a capacidade de\nresposta dos Pa\u00edses, dada a veloz progress\u00e3o do cont\u00e1gio. Com efeito, a a\u00e7\u00e3o\ndas institui\u00e7\u00f5es, dos governos e dos pr\u00f3prios cidad\u00e3os passou a estar no centro\ndas aten\u00e7\u00f5es da opini\u00e3o p\u00fablica global.<\/p>\n\n\n\n

Ter\u00e3o as perce\u00e7\u00f5es mudado para melhor ou pior, dependendo\nda gest\u00e3o desta emerg\u00eancia? Ir\u00e1 isto refletir-se na forma como os cidad\u00e3os de\ntodo o mundo v\u00eam os Pa\u00edses e as suas marcas? Estas s\u00e3o algumas das perguntas\nque o estudo da Bloom Consulting ajuda a esclarecer.<\/p>\n\n\n\n

No total, foram nomeados cerca de 140 Pa\u00edses, alguns dos\nquais Jos\u00e9 Filipe Torres ir\u00e1 abordar no webinar<\/em>, a par de outras\nan\u00e1lises pontuais que ilustram o presente cen\u00e1rio. Como, por exemplo, o estudo\ndemonstrou que existe uma diferen\u00e7a significativa nas perce\u00e7\u00f5es relacionadas\ncom a gest\u00e3o p\u00fablica, mas tamb\u00e9m nas perce\u00e7\u00f5es da Identidade e Cultura.<\/p>\n\n\n\n

\"\"<\/a>
Os oradores do webinar<\/figcaption><\/figure><\/div>\n\n\n\n

Com base nesta descoberta, a quest\u00e3o seguinte foi\nperceber como estas perce\u00e7\u00f5es est\u00e3o a afetar as Marcas Pa\u00eds e que consequ\u00eancias\nsurgiram para a sua atratividade, mediante a vontade dos cidad\u00e3os em visitar,\nviver, estudar, investir e comprar. As respostas s\u00e3o muito relevantes, j\u00e1 que 68%\ndos inquiridos do estudo afirmam que esta crise est\u00e1 efetivamente a mudar a sua\nperce\u00e7\u00e3o sobre os Pa\u00edses, para melhor ou para pior<\/strong>.<\/p>\n\n\n\n

A partir de exemplos concretos das Marcas Pa\u00eds mais e menos afetadas, Jos\u00e9 Filipe Torres ir\u00e1 detalhar e partilhar considera\u00e7\u00f5es sobre a aplica\u00e7\u00e3o do termo R\u00e1cio-Zero (R0<\/sub> \u2013 \u201cR-Nought\u201d), respeitante ao n\u00edvel de transmiss\u00e3o de um v\u00edrus, \u00e0s marcas: o B0<\/sub> \u2013 \u201cBrand-Nought\u201d. Ou seja, o r\u00e1cio perfeito de perce\u00e7\u00f5es positivas necess\u00e1rio para equilibrar as perce\u00e7\u00f5es negativas e assegurar uma boa reputa\u00e7\u00e3o da Marca Pa\u00eds. Uma nova f\u00f3rmula disponibilizada pela Bloom Consulting para que as na\u00e7\u00f5es calculem o seu posicionamento n\u00e3o s\u00f3 em tempos de crise, mas em qualquer momento da estrat\u00e9gia Marca Pa\u00eds.<\/p>\n\n\n\n

Por fim, ser\u00e3o transmitidas recomenda\u00e7\u00f5es importantes e\nestrat\u00e9gias cruciais a serem adotadas pelas Marcas Pa\u00eds, de modo a gerirem\nproativamente as suas marcas em cen\u00e1rios de crise e a prepararem-se para o\nfuturo.<\/p>\n\n\n\n

Impacto no Turismo<\/strong><\/h4>\n\n\n\n

(Segundo relat\u00f3rio a ser lan\u00e7ado no dia seguinte ao webinar, a 28 de maio)<\/em><\/strong><\/p>\n\n\n\n

Em poucas semanas, assistimos a uma paragem geral sem\nprecedentes num dos setores mais importantes da economia mundial: o turismo. Registou-se\numa queda abrupta de 1.500.000.000 turistas em 2019 para zero. E observou-se a\nqueda de 80% nos voos comerciais em todo o mundo, segundo dados da Organiza\u00e7\u00e3o\nMundial do Turismo, com muitas das companhias a\u00e9reas mundiais a enfrentar a\namea\u00e7a de fal\u00eancia nos pr\u00f3ximos meses, caso esta tend\u00eancia decrescente se\nmantenha. O maior \u201cgolpe\u201d no turismo de que h\u00e1 mem\u00f3ria, numa altura em que se\ndiscutia o excesso deste em determinadas zonas do globo.<\/p>\n\n\n\n

Assim, embora o estudo da Bloom Consulting englobe uma an\u00e1lise hol\u00edstica \u00e0s cinco dimens\u00f5es da Country Brand Wheel<\/em> \u00a9 da Bloom Consulting, decidiu-se criar um segundo relat\u00f3rio especificamente dedicado ao Turismo e que ser\u00e1 divulgado logo ap\u00f3s o webinar<\/em> no Bloom Consulting Journal<\/a><\/strong>. Uma vez que esta dimens\u00e3o \u00e9 uma das mais afetadas a n\u00edvel mundial, consideramos que os dados recolhidos s\u00e3o um importante ponto de partida para repensar o setor tur\u00edstico.<\/p>\n\n\n\n

Foram analisados v\u00e1rios cen\u00e1rios p\u00f3s-crise para constatar\nquando \u00e9 que os turistas estariam confort\u00e1veis para voltar a viajar e as\nrespostas s\u00e3o surpreendentes! E tal como no caso das Marcas Pa\u00edses, foram elaboradas\nalgumas recomenda\u00e7\u00f5es para as DMO\u2019s gerirem a situa\u00e7\u00e3o atual, prepararem o\np\u00f3s-crise e, sobretudo, antever novas crises que poder\u00e3o surgir.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ap\u00f3s a declara\u00e7\u00e3o do surto da Covid-19 como pandemia pela Organiza\u00e7\u00e3o Mundial da Sa\u00fade (OMS), a 11 de mar\u00e7o de 2020, a Bloom Consulting, como consultora especializada em Nation e Place Branding, sabia que tinha de ajudar os Pa\u00edses, Regi\u00f5es e Cidades a compreender melhor o impacto global do novo coronav\u00edrus nas suas marcas. Em […]<\/p>\n","protected":false},"author":3,"featured_media":6052,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[108,147,104],"tags":[172,270,271,269,348,272,353,354],"class_list":{"0":"post-2298","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-apresentacoes","8":"category-destaques","9":"category-o-nosso-trabalho","10":"tag-bloom-consulting","11":"tag-covid-19","12":"tag-estudo","13":"tag-marcas-pais","14":"tag-nation-branding-pt-pt-2","15":"tag-pesquisa","16":"tag-reports-pt-pt","17":"tag-research-pt-pt-2"},"yoast_head":"\nO impacto da crise de Covid-19 nas Marcas Pa\u00eds - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Este estudo da Bloom Consulting pretende identificar o impacto real da pandemia de Covid-19 nas perce\u00e7\u00f5es das Marcas Pa\u00eds e da dimens\u00e3o do 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