Volume 9 - Volume 9
REGISTRATION AND USE OF THE BRAND AS A MANAGEMENT TOOL IN A COOPERATIVE OF WOMEN IN THE AMAZON
Abstract
Solidarity economy enterprises are increasingly in need of management tools for the development
of their businesses, including tools to assist in the creation and dissemination of the visual identity.
In order to face this debate, the present work aimed to subsidize the registration and use of the
trademark applied to an Amazon solidarity economy cooperative aiming at adding value to the
products and services offered with regional characteristics. To carry out the field research, it was
made the choice of the agroindustrial and extractive cooperative of the women of the municipality
of Cametá - Pará. Initially, the cooperative was diagnosed about the operation, challenges, brand
use and strengthening strategies. Since then, a technical and legal analysis of the new COOPMUC
brand proposal, approved by the members, has been made. With this step the protocol of the
registration of the brand COOPMUC was made to be used as tool of aggregation of value to the
products and services offered by the enterprise. Finally, it was identified that the cooperative has
several positive attributes for the valorization of its brand, for that it is necessary that marketing
actions are constructed aiming to give visibility to the products and services added to the brand and
thus bring to the knowledge of the final consumers the advantages and differentials of the
enterprise.
Paper Details
PaperID: p 5092-5104
Author's Name: Saulo Rafael Silva e Silva, Adebaro Alves dos Reis and Ana Paula Palheta Santana
Volume: Volume 9
Issues: Volume 9
Keywords: Brand; Industrial property; Trademark registration; Cooperativism.
Year: 2019
Month: September
Pages: 5092-5104