Publication

Brand Journey: The challenge of small entrepreneurs in creating and consolidating a successful brand

Bibliographic Details
Summary:	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.
Main Authors:	Meneses, Gabriel
Other Authors:	Tsibana Higa, Amanda; Auriani, Marcia
Subject:	branding; small business; entrepreneurship; brand equity; purpose. branding; PME; empreendedorismo; brand equity; propósito. Marca; PYME; espíritu empresarial; valor de la marca; propósito.
Year:	2022
Country:	Portugal
Document type:	article
Access type:	unknown
Associated institution:	Instituto Politécnico de Castelo Branco
Language:	Portuguese
Origin:	Convergências - Revista de Investigação e Ensino das Artes

Description
Summary:	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.