BRANDING AS AN INNOVATIVE DIFFERENTIATOR FOR SMALL BUSINESSES

Authors

  • Português Escola do Futuro de Goiás Raul Brandão de Castro (CETT/UFG) , Português https://orcid.org/0009-0003-3245-2677 (unauthenticated)
  • Português Escola do Futuro de Goiás Raul Brandão de Castro , EFG RBC
  • Português Português Escola do Futuro de Goiás Raul Brandão de Castro ,

DOI:

https://doi.org/10.35685/ba6cxx52

Keywords:

Branding, Small Businesses, Innovation

Abstract

Em um ambiente econômico de acirrada concorrência, pequenos negócios enfrentam desafios para se estabelecer no mercado (Haddoud; Onjewu; Jones, 2019). Segundo Kotler e  Armstrong (2021), esses empreendimentos competem com grandes corporações, que possuem recursos financeiros superiores.

Author Biography

  • Português, Escola do Futuro de Goiás Raul Brandão de Castro (CETT/UFG), Português

    Master’s student in Professional Administration at Instituto Federal Goiano, with a degree in Social Communication – Advertising and Marketing from the Federal University of Pernambuco (UFPE). Holds an MBA in Innovation Management and a postgraduate degree in Entrepreneurship and Innovation from Centro Universitário Leonardo da Vinci (Uniasselvi). Currently pursuing a postgraduate degree in Teaching and Educational Technologies at Instituto Federal de Minas Gerais (IFMG). Professional experience in entrepreneurship, branding, design, and marketing. Passionate about innovation and technology, I have found in education a path for both professional and teaching development. I work as a professor in Professional and Technological Education and as the coordinator of the Research and Innovation Group at Escola do Futuro Raul Brandão de Castro (CETT-UFG) in Mineiros, Goiás.

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Published

2025-09-22

Issue

IX Colóquio Estadual de Pesquisa Multidisciplinar, VII Congresso Nacional de Pesquisa Multidisciplinar, II Congresso de Pós-Graduação e VI Feira de Empreendedorismo da UNIFIMES

Section

Resumo Simples

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