Publicação

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

Detalhes bibliográficos
Resumo:	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.
Autores principais:	Meneses, Gabriel
Outros Autores:	Tsibana Higa, Amanda; Auriani, Marcia
Assunto:	branding; small business; entrepreneurship; brand equity; purpose. branding; PME; empreendedorismo; brand equity; propósito. Marca; PYME; espíritu empresarial; valor de la marca; propósito.
Ano:	2022
País:	Portugal
Tipo de documento:	artigo
Tipo de acesso:	unknown
Instituição associada:	Instituto Politécnico de Castelo Branco
Idioma:	português
Origem:	Convergências - Revista de Investigação e Ensino das Artes

Descrição
Resumo:	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.