Jornada do branding : o desafio dos pequenos empreendedores em criar e consolidar uma marca de sucesso
Type
article
Publisher
Identifier
Menezes, Gabriel; Tsibana Higa, Amanda; Auriani, Marcia (2022) - Jornada do branding : o desafio dos pequenos empreendedores em criar e consolidar uma marca de sucesso. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XV, nº 29, p. 63-76.
1646-9054
Title
Jornada do branding : o desafio dos pequenos empreendedores em criar e consolidar uma marca de sucesso
Brand journey : the challenge of small entrepreneurs in creating and consolidating a successful brand
Brand journey : the challenge of small entrepreneurs in creating and consolidating a successful brand
Subject
Branding
Small business
Entrepreneurship
Brand equity
Purpose
PME
Empreendedorismo
Propósito
Small business
Entrepreneurship
Brand equity
Purpose
PME
Empreendedorismo
Propósito
Date
2022-07-14T15:34:08Z
2022-07-14T15:34:08Z
2022
2022-07-14T15:34:08Z
2022
Description
A onda do empreendedorismo motivada pelas crises econômicas, diminuição da oferta de emprego, facilidade e acesso à informação, busca por oportunidades e mudanças comportamentais das novas gerações, motivou o aumento significativo das pequenas e médias empresas no Brasil. O presente artigo discorre sobre a importância da gestão de marca para estas PMEs no contexto atual, utilizando-se de cases de mercado e a relação com os fundamentos do branding. Como resultado, a Jornada do Branding é apresentada como um guia prático para que empreendedores e gestores de marcas possam utilizar como referência para a elaboração de suas estratégias, alavancar o brand equity e construir trajetórias baseadas no propósito da marca.
Abstract : The wave of entrepreneurship motivated by economic crises, reduced job offer, increased access to information, search for new opportunities and behavioral changes for new generations, motivated the significant increase of small and medium-sized companies (SMEs) in Brazil. This article discusses the importance of brand management for these SMEs in the current context, using market cases and the relation with branding elements. As a result, the Branding Journey is presented as a practical guide for entrepreneurs and brand managers as a reference for the elaboration of brand strategies, increase brand equity and build new trajectories based on brand purpose.
info:eu-repo/semantics/publishedVersion
Abstract : The wave of entrepreneurship motivated by economic crises, reduced job offer, increased access to information, search for new opportunities and behavioral changes for new generations, motivated the significant increase of small and medium-sized companies (SMEs) in Brazil. This article discusses the importance of brand management for these SMEs in the current context, using market cases and the relation with branding elements. As a result, the Branding Journey is presented as a practical guide for entrepreneurs and brand managers as a reference for the elaboration of brand strategies, increase brand equity and build new trajectories based on brand purpose.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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