{"id":5167,"date":"2022-07-19T12:38:28","date_gmt":"2022-07-19T12:38:28","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=5167"},"modified":"2024-12-11T14:47:58","modified_gmt":"2024-12-11T14:47:58","slug":"como-converter-o-bloom-consulting-country-brand-ranking-em-acoesconcretas","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/como-converter-o-bloom-consulting-country-brand-ranking-em-acoesconcretas\/","title":{"rendered":"Como converter o Bloom Consulting Country Brand Ranking em a\u00e7\u00f5es concretas para o benef\u00edcio da sua marca"},"content":{"rendered":"\n

As edi\u00e7\u00f5es de 2022 | 2023 do Bloom Consulting Country Brand Ranking <\/a>Neg\u00f3cios e Turismo est\u00e3o agora dispon\u00edveis. Os relat\u00f3rios ser\u00e3o \u00fateis \u00e0s organiza\u00e7\u00f5es nacionais de turismo (NTO) e \u00e0s ag\u00eancias de promo\u00e7\u00e3o do investimento (IPA), bem como a outros intervenientes envolvidos na gest\u00e3o e activa\u00e7\u00e3o de Marcas Pa\u00eds.<\/p>\n\n\n\n

Como usar o Country Brand Ranking em seu proveito <\/strong><\/strong><\/p>\n\n\n\n

Ent\u00e3o, como pode usar o Country Brand Ranking para ajustar ou moldar a sua estrat\u00e9gia de marca e plano de ac\u00e7\u00e3o para atrair turismo e investimento? <\/p>\n\n\n\n

Antes de mais , o Bloom Consulting Country Brand Rankings serve de refer\u00eancia. Produzidos a cada dois anos, os relat\u00f3rios fornecem uma perspectiva objectiva sobre o desempenho das Marcas Pa\u00eds ao longo do tempo. Os resultados revelam como as ac\u00e7\u00f5es, actividades e pol\u00edticas actuais e passadas dos pa\u00edses ou mesmo eventos externos t\u00eam tido impacto no turismo e no investimento. O F\u00f3rum Econ\u00f3mico Mundial<\/a> utiliza os nossos dados, e o Banco Mundial recomenda-o. Mas um lugar tamb\u00e9m precisa de ser relevante para os stakeholders, e o que melhor ilustra a relev\u00e2ncia no mundo actual do que a Identidade Digital de um lugar? <\/p>\n\n\n\n

Assim, em suma, os resultados e as an\u00e1lises podem ajudar a determinar vias de melhoria, suscitando quest\u00f5es como “como posso fazer melhor?”, “porque \u00e9 que a nossa Procura Digital (Digital Demand) caiu?”, “como posso melhorar a minha Identidade Digital?” e similares.  <\/p>\n\n\n\n

As vari\u00e1veis de classifica\u00e7\u00e3o, medindo o impacto tang\u00edvel<\/strong><\/strong><\/p>\n\n\n\n

Fazer perguntas orientadas pelo algoritmo propriet\u00e1rio da Bloom Consulting, que utilizamos para definir as classifica\u00e7\u00f5es. O algoritmo considera o desempenho econ\u00f3mico de um pa\u00eds, o apelo digital, o desempenho em linha e a estrat\u00e9gia de marca de um pa\u00eds – CBS Rating \u00a9. Vamos analisar cada vari\u00e1vel e como podem ajudar a orientar o seu trabalho. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Vari\u00e1vel 1: Desempenho econ\u00f3mico<\/em><\/em><\/p>\n\n\n\n

Esta vari\u00e1vel \u00e9 o sucesso econ\u00f3mico tang\u00edvel das estrat\u00e9gias de investimento e promo\u00e7\u00e3o tur\u00edstica de um pa\u00eds. Calculamos primeiro com base nos fluxos l\u00edquidos de IDE e crescimento reportados pela Confer\u00eancia das Na\u00e7\u00f5es Unidas sobre Com\u00e9rcio e Desenvolvimento ou IPAs nacionais. Quanto mais elevados forem os fluxos l\u00edquidos de IDE, tanto melhor. O segundo baseia-se nas receitas e crescimento do turismo internacional reportado pela Organiza\u00e7\u00e3o Mundial do Turismo ou NTOs. <\/p>\n\n\n\n

“Porqu\u00ea” \u00e9 sempre uma boa pergunta para come\u00e7ar. Neste caso, procure a raz\u00e3o por detr\u00e1s de quaisquer flutua\u00e7\u00f5es no seu desempenho. Por que raz\u00e3o j\u00e1 fez melhor ou pior? Poder\u00e1 ser por causa do Covid-19, pol\u00edticas, ou alguma outra raz\u00e3o? Se houve uma quebra, \u00e9 repentino ou uma tend\u00eancia de descida em curso? Que ac\u00e7\u00f5es pode tomar no futuro para mitigar os danos e aumentar a procura tur\u00edstica ou a atratividade dos investidores? Do mesmo modo, se fez melhor, porqu\u00ea? Que ac\u00e7\u00f5es conduzem ao crescimento e podem ser novamente alavancadas para continuar a tend\u00eancia ascendente? <\/p>\n\n\n\n

Vari\u00e1vel 2. D2 – Procura Digital \u00a9 <\/em><\/em><\/p>\n\n\n\n

O nosso software propriet\u00e1rio D2 – Digital Demand \u00a9 analisa o volume de pesquisa de atrac\u00e7\u00f5es e temas tur\u00edsticos comuns, factores socioecon\u00f3micos e actividades relacionadas com o investimento. Quanto mais pesquisas forem feitas, maior ser\u00e1 o apelo digital.<\/p>\n\n\n\n

Estas s\u00e3o algumas quest\u00f5es em que se deve pensar: O que se pode fazer para impulsionar a procura digital? O que \u00e9 que os turistas e investidores procuram? O seu pa\u00eds oferece e promove o que as pessoas est\u00e3o \u00e0 procura? As pessoas est\u00e3o a encontrar o conte\u00fado relevante? <\/p>\n\n\n\n

Vari\u00e1vel 3. Estrat\u00e9gia de Marca do Pa\u00eds – CBS Rating \u00a9 <\/em><\/em><\/p>\n\n\n\n

Em suma, este \u00e9 o alinhamento das palavras e da ac\u00e7\u00e3o em termos de como um NTO e o IPA posicionam um pa\u00eds em rela\u00e7\u00e3o ao que as pessoas realmente ouvem sobre o pa\u00eds.<\/p>\n\n\n\n

Se a sua classifica\u00e7\u00e3o diminuiu ou se manteve, confira o que as pessoas est\u00e3o a encontrar sobre o seu pa\u00eds e atrav\u00e9s de que recursos? Isto exige uma revis\u00e3o da Estrat\u00e9gia da Marca do Pa\u00eds? Implica que precisa de melhorar a sua estrat\u00e9gia de comunica\u00e7\u00e3o? Talvez necessite de realizar uma auditoria para identificar lacunas de conte\u00fado e oportunidades?  <\/p>\n\n\n\n

Se a sua classifica\u00e7\u00e3o estiver alta, reflicta sobre as medidas que tomou para chegar onde est\u00e1. O que est\u00e1 a funcionar e poder\u00e1 funcionar novamente no futuro?<\/p>\n\n\n\n

Vari\u00e1vel 4. Desempenho on-line  <\/em> <\/em><\/p>\n\n\n\n

Esta \u00e9 a avalia\u00e7\u00e3o da presen\u00e7a on-line de um pa\u00eds. Analisamos as m\u00e9tricas do site oficial do NTO e IPA e as contas dos meios de comunica\u00e7\u00e3o social para determinar a visibilidade geral e a permea\u00e7\u00e3o da Marca do Pa\u00eds.<\/p>\n\n\n\n

Ent\u00e3o, se a Marca do Pa\u00eds tem pouco alcance, porqu\u00ea e o que se pode fazer a esse respeito? As pessoas que gerem o website e as contas dos meios de comunica\u00e7\u00e3o social est\u00e3o conscientes da marca e da sua estrat\u00e9gia? Foram-lhes fornecidos os instrumentos, forma\u00e7\u00e3o e informa\u00e7\u00e3o para a sua utiliza\u00e7\u00e3o? O conte\u00fado existente pode ser adaptado para reflectir a Marca do Pa\u00eds ou \u00e9 necess\u00e1rio proceder a uma revis\u00e3o completa? Estas s\u00e3o apenas algumas quest\u00f5es a ter em conta. <\/p>\n\n\n\n

A gest\u00e3o de uma Marca Pa\u00eds \u00e9 um processo perp\u00e9tuo<\/strong><\/strong><\/p>\n\n\n\n

O Bloom Consulting Country Brand Ranking \u00e9 um recurso valioso, mas cabe-lhe a si utiliz\u00e1-lo para o benef\u00edcio da sua marca. Que este artigo sirva de guia inicial para interpretar os resultados e levantar quest\u00f5es importantes! Estamos sempre dispon\u00edveis caso deseje aprofundar os resultados ou precise de ajuda para melhorar o desempenho da sua Marca de Pa\u00eds.

Descarregue o Bloom Consulting Country Brand Ranking 2022|2023<\/a><\/p>\n\n\n\n

Publicado em 19.07.2022.<\/p>\n","protected":false},"excerpt":{"rendered":"

As edi\u00e7\u00f5es de 2022 | 2023 do Bloom Consulting Country Brand Ranking Neg\u00f3cios e Turismo est\u00e3o agora dispon\u00edveis. Os relat\u00f3rios ser\u00e3o \u00fateis \u00e0s organiza\u00e7\u00f5es nacionais de turismo (NTO) e \u00e0s ag\u00eancias de promo\u00e7\u00e3o do investimento (IPA), bem como a outros intervenientes envolvidos na gest\u00e3o e activa\u00e7\u00e3o de Marcas Pa\u00eds. Como usar o Country Brand Ranking […]<\/p>\n","protected":false},"author":3,"featured_media":5112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[147,117,118],"tags":[243,450,436,356],"class_list":{"0":"post-5167","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-destaques","8":"category-pesquisa","9":"category-rankings-pt-pt","10":"tag-country-brand-ranking-pt-pt","11":"tag-digital-identity-pt-pt-2","12":"tag-marca-pais-2","13":"tag-place-branding-2-pt-pt"},"yoast_head":"\nComo converter o Bloom Consulting Country Brand Ranking<\/title>\n<meta name=\"description\" content=\"Como pode usar o Country Brand Ranking para ajustar ou moldar a sua estrat\u00e9gia de marca e plano de ac\u00e7\u00e3o para atrair turismo e investimento?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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