{"id":3161,"date":"2020-10-24T14:45:20","date_gmt":"2020-10-24T14:45:20","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=3161"},"modified":"2025-03-04T15:25:56","modified_gmt":"2025-03-04T15:25:56","slug":"o-impacto-do-covid-19-nas-marcas-pais-da-america-latina","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/o-impacto-do-covid-19-nas-marcas-pais-da-america-latina\/","title":{"rendered":"O impacto do COVID-19 nas Marcas Pa\u00eds da Am\u00e9rica Latina"},"content":{"rendered":"\n<p>Assim que o COVID-19 se abateu sobre n\u00f3s, lan\u00e7amos um estudo de pesquisa global, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.bloom-consulting.com\/journal\/the-covid-19-study-the-impact-on-nation-brands\/\" target=\"_blank\"><strong>COVID-19: O impacto nas marcas Pa\u00eds<\/strong><\/a>, estudo este apresentado em <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.citynationplace.com\/crisis-management-covid-19-pandemic-impact-on-nation-brands\" target=\"_blank\">webinar<\/a><\/strong> organizado pelo <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.citynationplace.com\/\" target=\"_blank\">City Nation Place<\/a><\/strong>. Isso permitiu-nos obter uma melhor compreens\u00e3o do impacto da pandemia nas marcas dos pa\u00edses e, subsequentemente, em todas as dimens\u00f5es da <strong>Bloom Consulting Nation Brand Wheel\u00a9<\/strong>. A par com a nossa empresa irm\u00e3, D2-Analytics\u00a9, t\u00ednhamos um objetivo principal, fornecer dados abrangentes e orienta\u00e7\u00e3o clara para orientar os pa\u00edses no caminho da recupera\u00e7\u00e3o.<\/p>\n\n\n\n<p>O estudo respondeu \u00e0 nossa pergunta sobre como o COVID-19 estava a criar impacto nas percep\u00e7\u00f5es dos pa\u00edses e como a mudan\u00e7a na imagem destes pa\u00edses impactaria ainda mais as dimens\u00f5es das suas Marcas: turismo, investimento, talento, exporta\u00e7\u00f5es e reconhecimento geral. O estudo revelou que 68% dos entrevistados internacionais mudaram suas percep\u00e7\u00f5es devido \u00e0 forma como os pa\u00edses administraram a crise em termos de governan\u00e7a p\u00fablica. Dois fatores tiveram prioridade aos olhos dos cidad\u00e3os internacionais ao avaliar o desempenho da gest\u00e3o de crises do pa\u00eds; o tempo de resposta \u00e0 crise e a efici\u00eancia das a\u00e7\u00f5es do governo. O estudo isola as percep\u00e7\u00f5es internacionais removendo as da opini\u00e3o dom\u00e9stica, dada a distor\u00e7\u00e3o plaus\u00edvel dos dados.<\/p>\n\n\n\n<p><strong>Percep\u00e7\u00f5es globais das respostas dos pa\u00edses latino-americanos ao COVID-19<\/strong><\/p>\n\n\n\n<p>A Am\u00e9rica Latina foi representada neste estudo por nove pa\u00edses, cada um dos quais atingiu a massa cr\u00edtica m\u00ednima de coment\u00e1rios dignos de nota: El Salvador, Cuba, Venezuela, Argentina, Peru, Chile, Equador, M\u00e9xico e Brasil. Conforme exibido no gr\u00e1fico abaixo, a maior parte dos pa\u00edses latino-americanos representados no estudo foram agrupados pr\u00f3ximo \u00e0 interse\u00e7\u00e3o do eixo <em>X-Y<\/em>. As opini\u00f5es, no entanto, polarizando-se devido \u00e0 sua proximidade com o eixo Y, embora mantendo baixa exposi\u00e7\u00e3o em termos do eixo Z (tamanho da bolha). Isso quer dizer que os pa\u00edses que ca\u00edram perto do eixo Y tiveram um desempenho apenas moderado ao medir o seu r\u00e1cio de crise, especialmente devido \u00e0 sua menor exposi\u00e7\u00e3o.<\/p>\n\n\n\n<p>A matriz deixa claro que o Brasil recolheu o pior \u00edndice de gest\u00e3o de crise com 9:1 (men\u00e7\u00f5es negativas para positivas). O Equador segue com uma propor\u00e7\u00e3o de 4:1, depois pelo M\u00e9xico (3:1) e a Venezuela (2:1).<\/p>\n\n\n\n<p>Na outra ponta do espectro, El Salvador defendeu a regi\u00e3o em termos de \u00edndice de gest\u00e3o de crise com 31 men\u00e7\u00f5es positivas para cada 1 negativa. Dito isso, ao olhar para a quantidade de men\u00e7\u00f5es e exposi\u00e7\u00e3o da Marca Nacional, o volume de men\u00e7\u00f5es do Brasil foi 17 vezes maior do que El Salvador e Peru. Nesse caso, um alcance maior de men\u00e7\u00f5es foi negativo para o Brasil, mas na verdade teria sido vantajoso para El Salvador se tivesse atingido tal alcance.<\/p>\n\n\n\n\n\n<p>A Am\u00e9rica Latina apresentou um resultado interessante quando examinamos as raz\u00f5es por tr\u00e1s das percep\u00e7\u00f5es positivas e negativas sobre as na\u00e7\u00f5es e seus comportamentos na gest\u00e3o da crise. Quando levamos em considera\u00e7\u00e3o as cinco principais raz\u00f5es, positivas e negativas, globalmente, n\u00e3o h\u00e1 men\u00e7\u00e3o a fatores sociais. No entanto, as percep\u00e7\u00f5es latino-americanas s\u00e3o fortemente influenciadas por fatores relacionados com as atividades sociais. Entre as cinco principais raz\u00f5es positivas, vemos a resposta social comandando 17% da quota de men\u00e7\u00f5es, da mesma forma, o comportamento social assegura 8% das raz\u00f5es negativas que afetam as opini\u00f5es dos entrevistados sobre a resposta dos pa\u00edses ao COVID-19. A import\u00e2ncia atribu\u00edda \u00e0 resposta social e ao comportamento social dos pa\u00edses latino-americanos pela comunidade internacional \u00e9 maior do que a import\u00e2ncia cumulativa atribu\u00edda a todos os outros pa\u00edses mencionados no estudo.<\/p>\n\n\n\n<p><strong>Qual \u00e9 o Brand-Nought de COVID-19 da Am\u00e9rica Latina?<\/strong><\/p>\n\n\n\n<p>Acabando com a perce\u00e7\u00e3o antiga que sugere que uma propor\u00e7\u00e3o de 1:1 \u00e9 suficiente para medir os impactos da percep\u00e7\u00e3o nas marcas locais, desenvolvemos o <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/\" target=\"_blank\">Nation Brand-Nought<\/a><\/strong> (ou <strong>Place Brand-Nought<\/strong>, mas, para simplificar, vamos cham\u00e1-lo apenas de <strong>Brand-Nought<\/strong>), a linha vermelha que pa\u00edses, regi\u00f5es e cidades precisam estar cientes de estar abaixo ou acima para ver um impacto nas suas percep\u00e7\u00f5es.<\/p>\n\n\n\n<p>Conclu\u00edmos a necessidade de calcular, comparar e monitorizar o Brand-Naught, pois deixa claro se os pontos de contato da marca do local &#8211; como a COVID-19 &#8211; est\u00e3o a ter um impacto na marca do mesmo e quais dimens\u00f5es est\u00e3o a ser afetadas de forma mais agressiva. O c\u00e1lculo do Brand-Naught permite uma gest\u00e3o adequada da potencial perda de valor transacional associado a uma m\u00e1 reputa\u00e7\u00e3o, bem como a oportunidade de capitalizar num resultado positivo, como veremos no caso de quatro pa\u00edses latino-americanos.<\/p>\n\n\n\n<p>No caso da Am\u00e9rica Latina, o Brand-Naught regional foi de -1,54 para a gest\u00e3o da crise do COVID-19, enquanto a m\u00e9dia global foi de -1,80. O que isto significa? Simplesmente, que seriam necess\u00e1rias 1,54 percep\u00e7\u00f5es positivas para apagar cada percep\u00e7\u00e3o negativa. Portanto, se a taxa de gest\u00e3o de crise da Am\u00e9rica Latina ultrapassasse seu Brand-Naught, a regi\u00e3o veria um impacto positivo em sua marca.<\/p>\n\n\n\n\n\n<p>Conforme mencionado, nem todas as dimens\u00f5es s\u00e3o afetadas da mesma maneira. O Brand-Naught afeta a disposi\u00e7\u00e3o de visitar, morar\/trabalhar, estudar e fazer compras num n\u00edvel diferente de intensidade. De acordo com a m\u00e9dia global, a dimens\u00e3o mais afetada e mais sens\u00edvel \u00e0s percep\u00e7\u00f5es da gest\u00e3o de crises \u00e9 o talento (viver\/trabalhar e estudar). As dimens\u00f5es do turismo e das exporta\u00e7\u00f5es s\u00e3o muito menos afetadas e, por sua vez, mais resilientes.<\/p>\n\n\n\n<p>Ao comparar os resultados dos pa\u00edses latino-americanos em termos de desempenho na gest\u00e3o de crises com seus respectivos Brand-Naught, encontramos uma s\u00e9rie de vencedores e perdedores. A vis\u00e3o geral classificaria os pa\u00edses da seguinte maneira: El Salvador, Cuba, Venezuela, Argentina, Peru, Chile, Equador, M\u00e9xico e Brasil. Isso quer dizer que El Salvador superou seus concorrentes regionais e teve uma pontua\u00e7\u00e3o mais positiva em termos de percep\u00e7\u00f5es de gest\u00e3o de crise, al\u00e9m do seu Brand-Nought.<\/p>\n\n\n\n\n\n<p>Dada a vis\u00e3o geral, avaliamos os desempenhos m\u00e9dios dos pa\u00edses, no entanto, conforme mencionado acima, as dimens\u00f5es s\u00e3o afetadas de forma diferente e, portanto, cada um apresenta uma Brand-Nought diferente. Pode-se dizer que a Argentina e a Venezuela, por exemplo, apresentam um bom desempenho devido \u00e0 sua classifica\u00e7\u00e3o positiva, mas ambos os pa\u00edses s\u00e3o os mais vol\u00e1teis em termos de impacto nas dimens\u00f5es. Pa\u00edses como esses devem ter cuidado, pois h\u00e1 uma possibilidade de perda de valor transacional por \u00e1rea de foco, o que, se n\u00e3o for abordado, pode de fato come\u00e7ar a manchar a marca nacional geral.<\/p>\n\n\n\n<p>Este artigo foi originalmente publicado no site <em><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/web.archive.org\/web\/20230204062758\/https:\/\/www.citynationplace.com\/the-impact-of-covid-19-on-nation-brands-in-latin-america\" target=\"_blank\">City Nation Place<\/a><\/strong><\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Assim que o COVID-19 se abateu sobre n\u00f3s, lan\u00e7amos um estudo de pesquisa global, COVID-19: O impacto nas marcas Pa\u00eds, estudo este apresentado em webinar organizado pelo City Nation Place. Isso permitiu-nos obter uma melhor compreens\u00e3o do impacto da pandemia nas marcas dos pa\u00edses e, subsequentemente, em todas as dimens\u00f5es da Bloom Consulting Nation Brand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5947,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[147,146,117,119,76,74],"tags":[172,168,320,129,352,348,154,323,353,354,228],"class_list":{"0":"post-3161","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-destaques","8":"category-highlights","9":"category-pesquisa","10":"category-relatorios","11":"category-reports","12":"category-research","13":"tag-bloom-consulting","14":"tag-estrategia","15":"tag-malcolm","16":"tag-marca-pais","17":"tag-nation-and-place-brand-pt-pt","18":"tag-nation-branding-pt-pt-2","19":"tag-place-branding","20":"tag-presidente","21":"tag-reports-pt-pt","22":"tag-research-pt-pt-2","23":"tag-um-dia-no-trabalho"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>O impacto do COVID-19 nas Marcas Pa\u00eds da Am\u00e9rica Latina - Bloom Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O impacto do COVID-19 nas Marcas Pa\u00eds da Am\u00e9rica Latina - Bloom Consulting\" \/>\n<meta property=\"og:description\" content=\"Assim que o COVID-19 se abateu sobre n\u00f3s, lan\u00e7amos um estudo de pesquisa global, COVID-19: O impacto nas marcas Pa\u00eds, estudo este apresentado em webinar organizado pelo City Nation Place. Isso permitiu-nos obter uma melhor compreens\u00e3o do impacto da pandemia nas marcas dos pa\u00edses e, subsequentemente, em todas as dimens\u00f5es da Bloom Consulting Nation Brand [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/\" \/>\n<meta property=\"og:site_name\" content=\"Bloom Consulting\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bloomconsulting\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-24T14:45:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-04T15:25:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2020\/10\/delfi-de-la-rua-vfzfavUZmfc-unsplash.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"977\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Filipe Roquette\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bloomconsult\" \/>\n<meta name=\"twitter:site\" content=\"@bloomconsult\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Filipe Roquette\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/\"},\"author\":{\"name\":\"Filipe Roquette\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/#\/schema\/person\/e4842620ceae1cd16cfa524bcf1aa8a7\"},\"headline\":\"O impacto do COVID-19 nas Marcas Pa\u00eds da Am\u00e9rica Latina\",\"datePublished\":\"2020-10-24T14:45:20+00:00\",\"dateModified\":\"2025-03-04T15:25:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/\"},\"wordCount\":1226,\"publisher\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2020\/10\/delfi-de-la-rua-vfzfavUZmfc-unsplash.jpg\",\"keywords\":[\"Bloom Consulting\",\"Estrat\u00e9gia\",\"Malcolm\",\"Marca Pa\u00eds\",\"Nation and Place Brand\",\"Nation Branding\",\"Place Branding\",\"Presidente\",\"Reports\",\"Research\",\"Um Dia no Trabalho\"],\"articleSection\":[\"Destaques\",\"Highlights\",\"Pesquisa\",\"Relat\u00f3rios\",\"Reports\",\"Research\"],\"inLanguage\":\"pt-PT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/\",\"url\":\"https:\/\/www.bloom-consulting.com\/journal\/the-impact-of-covid-19-on-nation-brands-in-latin-america\/\",\"name\":\"O impacto do COVID-19 nas Marcas Pa\u00eds da Am\u00e9rica Latina - 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