{"id":3312,"date":"2018-10-26T15:40:36","date_gmt":"2018-10-26T15:40:36","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3312"},"modified":"2021-03-19T22:19:40","modified_gmt":"2021-03-19T22:19:40","slug":"la-marca-ciudad-pais-y-el-marketing-experiencial","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/la-marca-ciudad-pais-y-el-marketing-experiencial\/","title":{"rendered":"Marca da cidade (pa\u00eds) e marketing experimental"},"content":{"rendered":"<p>[et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px|||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"||||false|false\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|500||on|||||\" text_text_color=\"#1a2126\u2033 text_font_size=\"18px\" text_letter_spacing=\"4px\"]Blog[\/et_pb_text][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2020\/12\/line.svg\" title_text=\"line\" _builder_version=\"4.7.7\u2033 _module_preset=\"default\" custom_margin=\"-15px||||false|false\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_post_title author=\"off\" comments=\"off\" featured_image=\"off\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" title_font=\"Helvetica Neue-Bold||||||||\" title_text_color=\"#032F77\u2033 title_font_size=\"40px\" meta_font=\"Roboto|500|||||||\" meta_text_color=\"#93BB23\u2033 meta_font_size=\"16px\" custom_margin=\"||||false|false\" custom_padding=\"|200px|||false|false|false|false\" custom_padding_tablet=\"|0px||||false|false|false|false\" custom_padding_phone=\"|0px||false|false|false\" custom_padding_last_edited=\"on|tablet\"][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|tablet\" custom_css_main_element=\"font-weight: normal;\"]As cidades t\u00eam cada vez mais raz\u00f5es para dedicar tempo e recursos \u00e0 gest\u00e3o e controlo da sua imagem de marca: atrair visitantes, aumentar o consumo, instalar determinadas empresas... ou o simples facto de criar satisfa\u00e7\u00e3o entre os cidad\u00e3os.<br \/>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_column type=\u00bb4_4\u2033 _builder_version=\u00bb4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-bardolino-2901937_960_720-1-1540576151.jpg\u00bb title_text=\u00bb750\u00d7421-bardolino-2901937_960_720-(1)-1540576151\u2033 align=\u00bbcenter\u00bb _builder_version=\u00bb4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]\u00c9 a partir desta necessidade que surge a import\u00e2ncia de desenvolver uma estrat\u00e9gia de city branding que diferencie a localidade das outras num ambiente altamente competitivo.<\/p>\n<p>De um ponto de vista metodol\u00f3gico, ao desenvolver uma marca de cidade\/pa\u00eds,\u00a0<strong>Um dos aspectos mais importantes a ter em conta \u00e9 o marketing experimental.<\/strong>A gera\u00e7\u00e3o de atitudes positivas em rela\u00e7\u00e3o a uma marca em virtude dos benef\u00edcios emocionais e das experi\u00eancias cognitivas que gera.<br \/>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#032F77\u2033 saved_tabs=\"all\" global_module=\"5936\u2033][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_right\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px|||0px||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-right-side-bot-f.png\" title_text=\"right-side-effect-f\" align=\"right\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"20%\" width_tablet=\"30%\" width_phone=\"50%\" width_last_edited=\"on|phone\" custom_margin=\"7px||||false|false\" custom_margin_tablet=\"125px||||false|false\" custom_margin_phone=\"60px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.9.0\u2033 _module_preset=\"default\" text_font=\"Roboto|700|||||||\" text_text_color=\"#FFFFFFFFFFFF\" text_font_size=\"40px\" text_line_height=\"1.1em\" text_orientation=\"center\" custom_margin=\"||||false|false\" custom_padding=\"||||false|false\" custom_padding_tablet=\"\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" text_font_size_tablet=\"\" text_font_size_phone=\"31px\" text_font_size_last_edited=\"on|phone\" custom_css_main_element_last_edited=\"on|desktop\"]Tire partido do ambiente competitivo[\/et_pb_text][et_pb_button button_url=\"https:\/\/www.cecubogroup.com\/services\/competitive-intelligence-unit\/\" button_text=\"Aceder \u00e0 Unidade de Intelig\u00eancia Competitiva\" button_alignment=\"center\" _builder_version=\"4.9.0\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_color=\"#032F77\u2033 button_bg_color=\"#FFFFFFFF\" button_border_width=\"0px\" button_border_radius=\"11px\" button_font=\"Roboto||||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"|55px||55px|false|true\" custom_padding_tablet=\"\" custom_padding_phone=\"|35px||35px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 0, 0, 0, 0.16);\" box_shadow_style=\"preset2\u2033 box_shadow_horizontal=\"2px\" box_shadow_vertical=\"2px\" box_shadow_blur=\"10px\" box_shadow_color=\"#d3e1ac\" button_text_color__hover_enabled=\"on|hover\" button_text_color__hover=\"#ffffff\" button_bg_color__hover_enabled=\"on|hover\" button_bg_color__hover=\"#93bb23\u2033 button_bg_enable_color__hover=\"on\" custom_css_main_element_last_edited=\"on|phone\"][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_left\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px||0px|||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-left-side-bot.png\" title_text=\"we_specialize_left\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"35%\" width=\"35%\" width_tablet=\"30%\" width_phone=\"45%\" width_last_edited=\"on|desktop\" max_width=\"35%\" max_width_tablet=\"30%\" max_width_phone=\"45%\" max_width_last_edited=\"on|tablet\" custom_margin=\"45px||||false|false\" custom_margin_tablet=\"-53px||||false|false\" custom_margin_phone=\"30px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]<\/p>\n<div>\n<p>V\u00e1rios estudos demonstraram que uma das melhores formas de levar a cabo este marketing experimental \u00e9 atrav\u00e9s de grandes eventos.<\/p>\n<p>Associar a marca da cidade\/pa\u00eds a eventos (desportivos ou outros) s\u00e3o duas for\u00e7as que estimulam o investimento e d\u00e3o \u00e0 popula\u00e7\u00e3o um sentimento de orgulho que tem consequ\u00eancias econ\u00f3micas positivas.<\/p>\n<p>Em particular, como j\u00e1 dissemos, os eventos desportivos s\u00e3o hoje em dia uma das espinhas dorsais das estrat\u00e9gias de desenvolvimento de muitas cidades atrav\u00e9s do patroc\u00ednio direto (em\u00a0<a href=\"https:\/\/www.cecubogroup.com\/pt\/blog\/las-4-claves-para-elegir-un-patrocinio-que-mejore-nuestra-reputacion\/\" target=\"_blank\" rel=\"noopener\"><u><strong>publica\u00e7\u00e3o anterior<\/strong><\/u><\/a>\u00a0Explic\u00e1mos as chaves para escolher um patroc\u00ednio que melhore a reputa\u00e7\u00e3o).<\/p>\n<p>Estas ac\u00e7\u00f5es de marketing, dependendo da sua magnitude, envolvem na maioria dos casos:<\/p>\n<ul>\n<li>Refor\u00e7ar a marca da cidade como destino tur\u00edstico, uma das pedras angulares de muitas localidades.<\/li>\n<li>Uma \u00f3ptima oportunidade para as empresas e institui\u00e7\u00f5es alcan\u00e7arem a notoriedade da sua marca.<\/li>\n<li>Uma fonte de benef\u00edcios directos e indirectos.<\/li>\n<\/ul>\n<blockquote><p><em>A import\u00e2ncia da forma como os cidad\u00e3os percepcionam a marca da cidade atrav\u00e9s de uma identifica\u00e7\u00e3o com valores e atributos que s\u00e3o claramente diferenciados de outras marcas \u00e9 tamb\u00e9m importante em qualquer estrat\u00e9gia de comunica\u00e7\u00e3o.<\/em><\/p><\/blockquote>\n<p>Valores como a \"qualidade de vida\", o \"esfor\u00e7o\" ou a \"solidariedade\" podem ser identificados com as cidades atrav\u00e9s do seu posicionamento de marca. Valores como \"qualidade de vida\", \"esfor\u00e7o\" ou \"solidariedade\" podem ser identificados com as cidades atrav\u00e9s do seu posicionamento de marca. Assim, o marketing experiencial \u00e9 uma das chaves para alcan\u00e7ar objectivos de reputa\u00e7\u00e3o adequados, uma vez que esta marca de cidade evoca uma s\u00e9rie de sensa\u00e7\u00f5es no leitor\/televisivo ou visitante que entra em contacto com a localidade.<\/p>\n<p>Com isto em mente,\u00a0<strong>uma marca de cidade\/pa\u00eds pode ser avaliada?<\/strong><\/p>\n<p>A equipa de\u00a0<a href=\"https:\/\/www.cecubogroup.com\/pt\/\" target=\"_blank\" rel=\"noopener\"><u><strong>Grupo Cecubo<\/strong><\/u><\/a>\u00a0realizou uma an\u00e1lise da reputa\u00e7\u00e3o da marca-pa\u00eds do M\u00e9xico nos meios de comunica\u00e7\u00e3o social espanh\u00f3is, com o objetivo de conhecer a imagem que projectam sobre o pa\u00eds americano, os valores que influenciam e classificar a informa\u00e7\u00e3o em diferentes atributos que afectam a imagem de um pa\u00eds, tais como \"patrim\u00f3nio cultural\", \"turismo\", \"qualidade de vida\" ou \"potencial de neg\u00f3cio\".<\/p>\n<p>Clicando em\u00a0<a href=\"https:\/\/www.cecubogroup.com\/pt\/cecubo-metrics\/#informe-MARCAM\u00c9XICO\" target=\"_blank\" rel=\"noopener\"><u><strong>aqui<\/strong><\/u><\/a>\u00a0poder\u00e1 aceder ao estudo interativo e \u00e0s principais conclus\u00f5es.<\/p>\n<\/div>\n<div><\/div>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 specialty=\"on\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f6f6f6f6\u2033 global_module=\"1979\u2033 saved_tabs=\"all\"][et_pb_column type=\"1_2\u2033 _builder_version=\"3.25\u2033 custom_padding=\"||||\" custom_padding__hover=\"||||\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/servicios.jpg\" title_text=\"services\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw\" 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