Resumen

MENESES, Gabriel; HIGA, Amanda Tsibana  y  AURIANI, Marcia. Brand Journey: the challenge of small entrepreneurs in creating and consolidating a successful brand. Revista Convergências [online]. 2022, vol.15, n.29, pp.63-76.  Epub 31-Mayo-2022. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.29.130.

The wave of entrepreneurship motivated by economic crises, reduced job offer, increased access to information, search for new opportunities and behavioral changes for new generations, motivated the significant increase of small and medium-sized companies (SMEs) in Brazil. This article discusses the importance of brand management for these SMEs in the current context, using market cases and the relation with branding elements. As a result, the Branding Journey is presented as a practical guide for entrepreneurs and brand managers as a reference for the elaboration of brand strategies, increase brand equity and build new trajectories based on brand purpose.

Palabras clave : Branding; Small Business; Entrepreneurship; Brand Equity; Purpose.

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