{"id":36946,"date":"2017-10-23T09:00:26","date_gmt":"2017-10-23T12:00:26","guid":{"rendered":"http:\/\/patagoniambiental.com.ar\/info\/?p=36946"},"modified":"2017-10-22T20:38:48","modified_gmt":"2017-10-22T23:38:48","slug":"argentina-esta-primera-como-marca-pais-en-la-region","status":"publish","type":"post","link":"https:\/\/patagoniambiental.com.ar\/info\/argentina-esta-primera-como-marca-pais-en-la-region\/","title":{"rendered":"Argentina est\u00e1 primera como Marca Pa\u00eds en la regi\u00f3n"},"content":{"rendered":"<section id=\"content\">\n<p class=\"primero\"><strong>La Marca Pa\u00eds Argentina se convirti\u00f3 en la m\u00e1s valiosa de la regi\u00f3n y desplaz\u00f3 a Brasil del lugar m\u00e1s alto del Country Brand Index 2017\/18.<\/strong>\u00a0Seg\u00fan el estudio de FutureBrand, la importancia de trabajar estas marcas radica en que la fortaleza o debilidad en la percepci\u00f3n puede influir en las decisiones de las personas cuando se trata de elegir un lugar para visitar, para vivir e incluso para invertir.<\/p>\n<p>El ranking se construye en base a datos cuantitativos y cualitativos de 2.500 formadores de opini\u00f3n y viajeros frecuentes internacionales de negocios o placer de 15 pa\u00edses de la regi\u00f3n.<strong>\u00a0En esta oportunidad, Argentina trep\u00f3 un escal\u00f3n, quedando en la primera ubicaci\u00f3n y superando a Brasil, que descendi\u00f3 al segundo puesto. M\u00e9xico, Chile y Per\u00fa se mantienen igual que en el ranking de Marca Pa\u00eds 2015-2016, ocupando el tercero, cuarto y quinto lugar, respectivamente.<\/strong><\/p>\n<p>Seg\u00fan se desprende del informe, la posici\u00f3n de la Marca Pa\u00eds Argentina se basa en el dominio de tres dimensiones:\u00a0<strong>es l\u00edder en \u201cSistema de Valores\u201d, que incluye tolerancia, niveles ambientales y libertad pol\u00edtica; \u201cCalidad de Vida\u201d, donde se tienen en cuenta aspectos como la educaci\u00f3n, salud, seguridad, y \u201cAptitud para los Negocios\u201d, en el que se pone el foco en el potencial para esos negocios, tecnolog\u00eda e infraestructura. Adem\u00e1s, est\u00e1 tercero en lo que tiene que ver con experiencia: \u201cTurismo\u201d, \u201cPatrimonio y Cultura\u201d y \u201cMade In\u201d.<\/strong><\/p>\n<p>\u201cUna de las claves para interpretar el ranking \u2013seg\u00fan\u00a0<strong>Gustavo Koniszczer,<\/strong>\u00a0Managing Director de FutureBrand- es entender que se eval\u00faan percepciones en un escenario que es competitivo y din\u00e1mico. Esto quiere decir que de manera simult\u00e1nea se miden las percepciones de pa\u00edses que entre s\u00ed son competencia y a la vez desarrollan cada cual sus estrategias para ubicarse de forma privilegiada en la mente de las audiencias. Esto impulsa que los movimientos dentro del ranking se den de manera inmanente por los propios esfuerzos de cada pa\u00eds pero esos movimientos est\u00e1n de alguna manera afectados por los que realiza la competencia. Y en ese sentido se define el \u00abdinamismo\u00bb de las posiciones del ranking\u201d.<\/p>\n<p>Brasil estaba primero y baj\u00f3 al segundo lugar de Marca Pa\u00eds y sostienen que ese descenso se produce por<strong>\u00a0\u201cun contexto pol\u00edtico particular (el desplazamiento de la ex presidenta Dilma Rousseff y la llegada al poder de Michel Temer, y el esc\u00e1ndalo Odebrech), que desfavorece a la imagen del pa\u00eds\u201d.<\/strong><\/p>\n<p><strong>Brasil se mantiene primero en el rubro \u201cTurismo\u201d<\/strong>\u00a0(se valora la conveniencia, opciones de hospedaje, diversidad de atracciones, gastronom\u00eda) y \u201cMade In\u201d (productos de calidad, \u00fanicos y aut\u00e9nticos); mientras que se encuentra segundo en \u201cPatrimonio y Cultura\u201d y en \u201cAptitud para los Negocios\u201d. Los cambios m\u00e1s fuertes se registran en \u201cCalidad de Vida\u201d, donde cae 14 puntos en Seguridad, y tambi\u00e9n en la dimensi\u00f3n \u201cSistema de Valores\u201d, que perdi\u00f3 siete puntos en lo vinculado a ser \u201camigable\u201d con el medio ambiente.<\/p>\n<p><strong>M\u00e9xico, por su parte, se mantiene en tercer lugar y su liderazgo se da en \u201cPatrimonio y Cultura\u201d<\/strong>\u00a0(belleza natural, puntos hist\u00f3ricos de inter\u00e9s, patrimonio, arte y cultura); mientras que en \u201cTurismo\u201d y \u201cMade In\u201d ocupa en ambos casos la segunda posici\u00f3n. En \u201cAptitud para los Negocios\u201d est\u00e1 tercero; \u201cSistema de Valores\u201d octavo y \u201cCalidad de Vida\u201d en noveno lugar.<\/p>\n<p>En el Country Brand Report 2017-2018,<strong>\u00a0\u201cUruguay Natural\u201d qued\u00f3 fuera del Top 10, cay\u00f3 al puesto 11,<\/strong>\u00a0y por eso Future Brand plantea que \u201chay se\u00f1ales que deben atender\u201d. Seg\u00fan la consultora, la propuesta del pa\u00eds \u201cparece haber sido relevante para la regi\u00f3n ya que la procedencia mayoritaria de los visitantes,<strong>\u00a0alrededor del 85% del total, fue de los pa\u00edses lim\u00edtrofes, con un incremento en la cantidad de turistas de Argentina.<\/strong>\u00a0Sin embargo a nivel internacional y a la luz de los datos de este informe la relevancia del pa\u00eds en el aspecto tur\u00edstico ha descendido\u201d. M\u00e1s all\u00e1 de esto, la imagen que proyecta Uruguay es de equilibrio.<\/p>\n<div id=\"eplAdDivshopping\">\u00a0Fuente:\u00a0http:\/\/fortunaweb.com.ar\/2017-10-19-192215-argentina-esta-primera-marca-pais-la-region\/<\/div>\n<\/section>\n<div class=\"columna-doble\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La Marca Pa\u00eds Argentina se convirti\u00f3 en la m\u00e1s valiosa de la regi\u00f3n y desplaz\u00f3 a Brasil del lugar m\u00e1s [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":36947,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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