Banca de QUALIFICAÇÃO: GLAUCON DE MEDEIROS BRAGA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : GLAUCON DE MEDEIROS BRAGA
DATE: 27/04/2026
TIME: 16:00
LOCAL: meet.google.com/ppg-onuu-cru
TITLE:

Brands that matter: barriers and opportunities of Intelectual Property for entrepreneurs at the Pop Center in Porto Alegre

KEY WORDS:

Intellectual Property; Trademark; Popular Retailer

PAGES: 55
BIG AREA: Outra
AREA: Multidisciplinar
SUMMARY:

The POP Center (Porto Alegre Popular Shopping Center) is a space that brings together hundreds of micro and small entrepreneurs, many of whom operate with a certain degree of formality and have very simplified business structures, often lacking the necessary support to deal with commercial, economic, or legal issues, whether due to lack of information, bureaucratic specificities, or financial constraints. Although branding is a central element in the identity and loyalty of the consumer public, helping to create bonds of trust between shopkeepers and customers, it is estimated that few merchants in the POP Center are aware of the advantages offered by Trademark Registration, which can become an important tool for generating value and strengthening their small businesses. The overall objective of this work is to analyze the use of Intellectual Property, focusing on Trademark Registration, among small entrepreneurs in the POP Center, in order to understand the barriers and opportunities to protect their brands and Intellectual Property, promoting greater appreciation of their businesses. Using an exploratory methodology and a hybrid approach (qualitative and quantitative), this study aims to identify solutions and advantages in utilizing Intellectual Property through Trademark Registration for brand protection. It is expected that this work will contribute to increasing knowledge about the relevance of Trademark Registration among entrepreneurs at the POP Center, as well as encouraging the protection of Intellectual Property, fostering support initiatives and professional training, and promoting policies aimed at strengthening small businesses. 

COMMITTEE MEMBERS:
Presidente - CLAUDIO VINICIUS SILVA FARIAS
Interna - PRISCILA WACHS
Externo à Instituição - DANIEL SANTIAGO CHAVES RIBEIRO - UNIFAP