Marca: ferramenta estratégica para consolidação dos negócios dos microempreendedores individuais – MEIs

Abstract

The brand as a strategic tool contributes to the consolidation of businesses in an increasingly competitive market, including small businesses. This article aims to analyze the impacts that trademark registration has on the businesses of Individual Microentrepreneurs - MEIs, presenting the stages of the process to obtain trademark registration. The emphasis in this study is the use of this strategic tool as a means to leverage enterprises, considering that brand registration is a competitive differentiator, which has benefits that help promote the business of Individual Microentrepreneurs. The methodology applied was the exploratory method, based on bibliographical research of studies carried out between the years 2018 and 2023 related to the topic of industrial property with a search in the Google Scholar database using keywords and document analysis with data collection in the National Institute of Industrial Property regarding requests for trademark registration and on the SEBRAE portal for articles on Individual Microentrepreneurs and their activities, and the normative acts of Law 9,279 which regulates rights and obligations relating to industrial property.