Place branding Brasil: agenda de pesquisa e painel consultivo para o Século 21

Autores

DOI:

https://doi.org/10.5585/remark.v21i1.20194

Palavras-chave:

Place Branding, Agenda de pesquisa, Painel consultivo, Brasil

Resumo

Objetivo: O objetivo do artigo é apresentar uma agenda de pesquisa e painel consultivo para acadêmicos e profissionais de marketing e branding sobre a área de place branding no contexto brasileiro.

Abordagem: Análise bibliográfica baseada no construto da imagem do lugar a partir de sua identidade competitiva e reputação com enfoque no conceito de nation branding e suas orientações econômica, política e crítica-cultural.

Resultados: Diretrizes e implicações sobre gestão e meta tendências em place branding. O âmbito da gestão consiste em uma estrutura formal de place branding para coordenar ações e stakeholders nas etapas de tomada de decisão; programa de marca guarda-chuva que beneficie diferentes setores da economia; métricas para monitorar resultados. As meta tendências estão relacionadas a orientação para marca verde como posicionamento competitivo; place branding no contexto da transformação digital; desafios e oportunidades para o place branding pós Covid-19.

Contribuição: O trabalho destaca que uma forte liderança e planejamento eficiente na administração dos lugares devam prevalecer sobre medidas políticas equivocadas que enfraquecem o valor da marca, caso contrário, o desenvolvimento socioeconômico, a imagem do lugar e sua reputação correm o risco de serem continuamente comprometidos.

Relevância: Esta pesquisa chama a atenção, estimula o debate e sugere caminhos onde os princípios de place branding podem fornecer estímulos necessários para incentivar as lideranças brasileiras a cooperarem e colaborarem de forma mais consistente e eficiente no enfrentamento aos desafios do século 21.

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Biografia do Autor

Marco Antonio de Moraes Ocke, UFSC - Universidade Federal de Santa Catarina.

Doutorado em Administração de Empresas – FEA/USP

Allan Augusto Platt, UFSC - Universidade Federal de Santa Catarina.

Doutorado em Engenharia de Produção

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Publicado

31.01.2022

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Ocke, M. A. de M., & Platt, A. A. (2022). Place branding Brasil: agenda de pesquisa e painel consultivo para o Século 21. ReMark - Revista Brasileira De Marketing, 21(1), 29–63. https://doi.org/10.5585/remark.v21i1.20194