Naming para pequenas e microempresas: uma proposta de método para construção de nomes de marcas

Abstract

This study examines the role of a business's name, especially for small and micro-entrepreneurs, positing it as more than a mandatory element but a medium to communicate, distinguish, and induce favorable public reactions. The research presents the development of a digital guide to assist these entrepreneurs in crafting an ideal, well-founded, secure, and accessible brand name. The specific aims of the study include: defining parameters for efficient brand names, understanding how entrepreneurs grapple with naming issues, registering name creation methods, and devising a simplified process for the same. The research builds on theoretical frameworks in branding and naming, drawing from distinguished scholars like Aaker (2015), Semprini (2010), and Neumeier (2008), among others, while also reflecting on the legal aspects of intellectual property. The applied methodology is descriptive, documentary, and bibliographical, utilizing Focus Group discussions to comprehend in-depth the naming needs of micro-entrepreneurs. As a result of the research, a method for name generation is proposed, encapsulated within the product "The Name that Brands: Essential Guide for Micro and Small Entrepreneurs to Build Winning Names and Protect Their Businesses."