Registro de marcas como vantagem competitiva

Abstract

In a competitive environment, it is essential to create competitive advantages, such as value creation mechanisms. In this sense, the organization can seek, as a mechanism for generating value, to establish a link with its partners and customers. The brand, therefore, plays an important role in creating this link between organization-partners, customers and stakeholders. Therefore, companies and professionals were expected to devote more and more resources to the creation and management of their brands. However, it was noticed that only a low percentage of companies register their brands. In this scenario, the present work is inserted, considering as valid and welcome the development of a tool that helps professionals and users of the trademark registration system of the National Institute of Industrial Property (INPI). The present work proposes the development of a “help” file (.exe) in the Microsoft Windows operating system standard. The application consists of a type of system help file that, in this case, will serve as a guide that will help users in the process of applying for a trademark registration.