Banca de QUALIFICAÇÃO: LUCAS FERNANDES MOONEYHAN SILVA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : LUCAS FERNANDES MOONEYHAN SILVA
DATE: 23/11/2022
TIME: 15:00
LOCAL: Nepsa II - Auditório 1
TITLE:

Brand Model Canva: A brand management tool for startups

KEY WORDS:

Marketing, innovation, technological entrepreneurship

PAGES: 77
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Administração de Empresas
SPECIALTY: Mercadologia
SUMMARY:

The importance of brand equity for organizations is a subject widely discussed in the academic and professional environment. However, the lack of tools that help managers to manage their brands in practice is notorious. The scenario becomes more critical when it comes to brand management aimed at startups. Therefore, the objective of this work is to develop a visual brand management tool model for startups. For this, a qualitative research was carried out, consisting of the construction of the proposed tool, named Brand Model Canva; and validation of the tool, after approval by the Ethics Committee, with managers of Startups incubated at the Technological Incubator Natal Central (ITNC), linked to the Federal Institute of Education, Science and Technology of Rio Grande do Norte (IFRN). At the end of the research, the technical and scientific feasibility of the tool is expected to be verified, providing science with new knowledge in the area of brand management, and the innovation ecosystem, a useful tool for the development of more competitive startups in front of customers, users, partners, new talent and investors.

COMMITTEE MEMBERS:
Presidente - 2859852 - MAX LEANDRO DE ARAUJO BRITO
Interno - 347303 - MARCIANO FURUKAVA
Interna - 1753896 - ZULMARA VIRGINIA DE CARVALHO