Proteção, valor e competitividade: a importância do registro de marca para os comerciantes de Água Branca - PI

Abstract

Trademark registration is characterized as the legal process that guarantees the exclusive use of a name, logo, or symbol, protecting a product or service against misuse. Given this, this study seeks to answer the following guiding question: How does trademark registration contribute to building brand value, fostering commercial partnerships, increasing consumer confidence, and enabling market expansion? To this end, the general objective is to verify whether merchants in the city of Água Branca understand the importance of registration, recognize the benefits of this process, and identify the factors that hinder its implementation. Specifically, the objectives are to understand the level of knowledge of merchants about registration and its relevance, identify the benefits arising from the implementation of this process, and analyze the main obstacles faced by those who have not yet implemented this model, in the economic, bureaucratic, and informational spheres. The research is justified by highlighting the importance of promoting the strengthening of the culture of intellectual property protection among micro-entrepreneurs, especially in the city of Água Branca. Regarding methodology, a qualitative, exploratory-descriptive approach is adopted, employing bibliographic research procedures encompassing authors related to intellectual property, documentary research, and field research, with the application of a questionnaire to gather information. However, the research aims to study the behavior of entrepreneurs on the topic addressed, raise awareness, and subsequently implement trademark registration among merchants in the city of Água Branca.