<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-0180</journal-id>
<journal-title><![CDATA[Convergências - Revista de Investigação e Ensino das Artes]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Convergências]]></abbrev-journal-title>
<issn>2184-0180</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-01802022000100063</article-id>
<article-id pub-id-type="doi">10.53681/c1514225187514391s.29.130</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Jornada do Branding: o desafio dos pequenos empreendedores em criar e consolidar uma marca de sucesso]]></article-title>
<article-title xml:lang="en"><![CDATA[Brand Journey: the challenge of small entrepreneurs in creating and consolidating a successful brand]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Meneses]]></surname>
<given-names><![CDATA[Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Higa]]></surname>
<given-names><![CDATA[Amanda Tsibana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Auriani]]></surname>
<given-names><![CDATA[Marcia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Infobranding Departamento de Branding ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>05</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>05</month>
<year>2022</year>
</pub-date>
<volume>15</volume>
<numero>29</numero>
<fpage>63</fpage>
<lpage>76</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-01802022000100063&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-01802022000100063&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-01802022000100063&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A onda do empreendedorismo motivada pelas crises econômicas, diminuição da oferta de emprego, facilidade e acesso à informação, busca por oportunidades e mudanças comportamentais das novas gerações, motivou o aumento significativo das pequenas e médias empresas no Brasil. O presente artigo discorre sobre a importância da gestão de marca para estas PMEs no contexto atual, utilizando-se de cases de mercado e a relação com os fundamentos do branding. Como resultado, a Jornada do Branding é apresentada como um guia prático para que empreendedores e gestores de marcas possam utilizar como referência para a elaboração de suas estratégias, alavancar o brand equity e construir trajetórias baseadas no propósito da marca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Branding]]></kwd>
<kwd lng="pt"><![CDATA[PME]]></kwd>
<kwd lng="pt"><![CDATA[Empreendedorismo]]></kwd>
<kwd lng="pt"><![CDATA[Brand Equity]]></kwd>
<kwd lng="pt"><![CDATA[Propósito]]></kwd>
<kwd lng="en"><![CDATA[Branding]]></kwd>
<kwd lng="en"><![CDATA[Small Business]]></kwd>
<kwd lng="en"><![CDATA[Entrepreneurship]]></kwd>
<kwd lng="en"><![CDATA[Brand Equity]]></kwd>
<kwd lng="en"><![CDATA[Purpose]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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