{"id":4016,"date":"2021-10-12T13:19:42","date_gmt":"2021-10-12T13:19:42","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=4016"},"modified":"2021-10-14T10:43:43","modified_gmt":"2021-10-14T10:43:43","slug":"passo-12-monitorize-e-avalie-a-sua-marca","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo-12-monitorize-e-avalie-a-sua-marca\/","title":{"rendered":"Passo 12 . Monitorize e avalie a sua marca"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Me\u00e7a tudo o que puder. Lembre-se de que a Marca n\u00e3o \u00e9 a resposta para todos os problemas do seu territ\u00f3rio, mas encontre as ferramentas que possam mostrar as suas conquistas.<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/10\/passo12.jpg\" alt=\"\" class=\"wp-image-4063 lazyload\" width=\"890\" height=\"609\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/10\/passo12.jpg 890w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/10\/passo12-300x205.jpg 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/10\/passo12-768x526.jpg 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/10\/passo12-218x150.jpg 218w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/10\/passo12-696x476.jpg 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/10\/passo12-614x420.jpg 614w\" data-sizes=\"(max-width: 890px) 100vw, 890px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 890px; --smush-placeholder-aspect-ratio: 890\/609;\" \/><figcaption>Esta \u00e9 uma imagem de um prot\u00f3tipo do Bloom Consulting Brand tracker \u00a9 de um territ\u00f3rio, uma ferramenta para medir uma Marca Territorial em curso.<\/figcaption><\/figure>\n\n\n\n<p><strong>\u00c9 importante usar as mesmas vari\u00e1veis que foram abordadas anteriormente para medir com sucesso se as suas iniciativas de Marca est\u00e3o a ter sucesso. Houve uma intera\u00e7\u00e3o maior e mais positiva com os projetos novos e existentes?<\/strong><\/p>\n\n\n\n<p>Primeiro, \u00e9 necess\u00e1rio trabalhar para descobrir quais as ferramentas capazes de demonstrar o sucesso e criar a satisfa\u00e7\u00e3o dos construtores e promotores da Marca. Os projetos de Place Branding s\u00e3o \u00fanicos e muito dependentes de quem financia, apoia e supervisiona o programa. \u00c0 medida que as motiva\u00e7\u00f5es diferem, as prioridades para os resultados mudam.<\/p>\n\n\n\n<p>Olhando para as etapas anteriores que comp\u00f5em sua pesquisa inicial, consulte \u201cbenchmarks\u201d previamente desenvolvidos: conjuntos de dados internos e externos, perce\u00e7\u00f5es, mercados-alvo, cen\u00e1rios da concorr\u00eancia, an\u00e1lise dimensional e Identidade Digital.<\/p>\n\n\n\n<p>Um modo de medi\u00e7\u00e3o seria a cria\u00e7\u00e3o de um painel de controlo de marca \u2013 Brand Tracker\u00a9. Este painel seria uma oportunidade de propor vari\u00e1veis com as quais os construtores de marca concordam e com as quais se envolvem ativamente. No entanto, \u00e9 importante ter em considera\u00e7\u00e3o que um \u00f3timo indicador de desempenho (KPI) para um pode n\u00e3o o ser para outro e que nem todos os aspetos do Place Branding podem ser medidos. Escolha as suas batalhas com crit\u00e9rio e fa\u00e7a a gest\u00e3o das expectativas dos envolvidos.<\/p>\n\n\n\n<p>A novidade do conceito Place Branding pode causar alguma confus\u00e3o entre os envolvidos. Para isso, \u00e9 fundamental que os \u201cKPIs\u201d sejam claros e mensur\u00e1veis.<\/p>\n\n\n\n<p><strong><span style=\"color:#874e8e\" class=\"has-inline-color\">A reter:<\/span><\/strong><br>\u2013 Pergunte-se: o trabalho at\u00e9 agora produziu resultados positivos?<br>\u2013 Determine as melhores ferramentas de medi\u00e7\u00e3o para o seu projeto.<br>\u2013 Comunique efetivamente com as partes interessadas usando \u201cKPIs\u201d claros.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-cyan-bluish-gray-background-color has-text-color has-background\" href=\"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo-11-nao-lance-a-marca-e-nao-crie-um-logotipo\/\" style=\"border-radius:4px\">&lt; Passo 11<\/a><\/div>\n\n\n\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-cyan-bluish-gray-background-color has-text-color has-background\" href=\"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo-13-faca-a-mudanca-para-o-place-branding-2-0\/\" style=\"border-radius:4px\">&gt; Passo 13<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Me\u00e7a tudo o que puder. Lembre-se de que a Marca n\u00e3o \u00e9 a resposta para todos os problemas do seu territ\u00f3rio, mas encontre as ferramentas que possam mostrar as suas conquistas. \u00c9 importante usar as mesmas vari\u00e1veis que foram abordadas anteriormente para medir com sucesso se as suas iniciativas de Marca est\u00e3o a ter sucesso. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4250,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[51],"tags":[172,171,346,153,349,154,170,350,351],"class_list":{"0":"post-4016","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sem-categoria","8":"tag-bloom-consulting","9":"tag-cidades","10":"tag-cities-pt-pt-2","11":"tag-marca-territorial","12":"tag-place-brand-strategy-pt-pt","13":"tag-place-branding","14":"tag-regioes","15":"tag-regions-pt-pt-2","16":"tag-strategy-pt-pt"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Passo 12 . Monitorize e avalie a sua marca - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Me\u00e7a tudo o que puder. 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