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ANÁLISE CUSTO-BENEFÍCIO DO REGISTRO DE MARCAS PELAS PEQUENAS E MÉDIAS EMPRESAS

2016; UNIVERSIDADE FEDERAL DA BAHIA; Volume: 9; Issue: 1 Linguagem: Inglês

10.9771/s.cprosp.2016.009.002

2317-0026

Rosa Leila Lima do Nascimento, Iracema Machado de Aragão Gomes, Raoni Mattos,

Business and Management Studies

By creatinga strong brandcompanies canattractconsumer preferences, building a defensive barrieragainst competition.Thus, this article aims to verify the importance ofcost-effective for small and medium businesses who decide to register your trademark.The methods used were literature review and analysis of reports Instituto Euvaldo Lodi (IEL) and the Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil).After the the or etical review, it was possible to demonstrate some benefits such as trade mark registration, positioning and image.The results shownin the data analysis of the IEL/Apex Brasil present the business sectors with the highest number of trade mark registration that they are: clothing, wood/furniture, metal /mechanical and information technology in the cities of Aracaju, Nossa Senhora do Socorro e Itabaianinha.