Propriedade intelectual para as microempresas e empresas de pequeno porte de Vitória da Conquista: estudo de percepção e formação sobre marcas

Abstract

Considering that the creation and registration of a brand and its strengthening, when linked to business strategies, can help organizations to expand market share and strengthen competitive capacity, the theme of this study is: Intellectual Property for store owners in Vitória da Conquista – Bahia; and the research aims to answer the following problem: what knowledge(s) about trademark registration as a marketing strategy do MEs and EPPs in Vitória da Conquista (BA) have? Thus, the general objective of this research is to develop a course in 2023 for the training of Microenterprises (ME) and Small Businesses (EPP) in Vitória da Conquista, Bahia, Brazil, on Intellectual Property, focusing on brands and marketing strategy propositions. To develop the study, a qualitative deductive approach of a descriptive nature was carried out using research: bibliographic, documentary and field. In the descriptive research, a questionnaire was sent to 70 companies (stratified sample) to understand the main characteristics and knowledge of participants about trademark registration in Brazil. 10 businesspeople participated in the course. In the final activity of the course, entrepreneurs had the opportunity to start registering their own brands in an assisted and advised manner. Through data analysis and discussions, it was noticed that entrepreneurs have a reasonable knowledge about collective and certification brands, a reasonable knowledge about filling out the trademark registration form on the INPI website and a reasonable knowledge about the strategies marketing for brands. Furthermore, entrepreneurs needed to improve their knowledge during training in relation to other types of brands and processes. By completing the training, participants were able to understand the process, current legislation (2023) and the marketing gains that they can acquire through proposing marketing strategies in a practical and didactic way. Furthermore, businesspeople had the opportunity to learn not only about trademark registration, which is considered a very important process, but also about the care taken when idealizing a brand, especially when choosing differentiating elements and visual identity.