Registro de marca como patrimônio da empresa: e-book interativo “aprendendo a registrar marca de forma simples e prática para gestores de pequenos negócios”

Abstract

The Trademark Registration protects the interests of companies and constitutes one of the most valuable assets, and can generate great profits. Despite this, there are still many small business managers, especially among Individual Microentrepreneurs, Microenterprises, who do not apply for trademark registration due to several factors, such as lack of knowledge of the importance of trademark protection, difficulties in using the INPI website, and lack of knowledge of how to apply for registration. Thus, the following questions arise: how to support small businesses in protecting their brand? And how to carry out protection at a time when financial difficulties are even greater? Aiming at this market and trying to solve this bottleneck in the registration of the brand referring to small businesses and also to startups, looking for a viable and risk-free way related to the pandemic, this work has the general objective of elaborating an interactive e-book: "learning to Register Brand in a simple and practical way for small business managers”, proposing a new electronic contextualization that includes videos, audios, links and photos, allowing managers themselves to request the registration of their brands without the help of a third party, which makes this registration much more economical for companies, in addition to providing legal certainty and brand appreciation in the market. The methodology for product development sought descriptive research and, as a research technique, bibliographic research. The results achieved were the construction of the e-book with the completion of the text and supplementary material, and the product testing through the application of a questionnaire to small business managers. Finally, it is concluded that an interactive e-book was produced to assist small business managers regarding the trademark registration process at INPI.