Brand Plan Template: uma ferramenta de gestão de marcas para startups

Abstract

The objective of this study is to develop a visual brand management tool for startups. A descriptive and exploratory research was carried out, with an applied nature and a qualitative approach, in which, at first, the bibliographical research technique was used, for a deepening in the academic-scientific literature, related to brands, brand management, branding and innovation ecosystems, enabling the construction of the proposed tool, named Brand Plan Template (BPT). For validation, the defined sample was seven managers of Startups incubated at the Natal Central Technological Incubator (ITNC), based on the “convenience” sampling technique. After approval by the Ethics Committee, the following sequence of activities was applied: (i) presentation on the theme of brand management and the theoretical dimensions addressed in the construction of the model, (ii) workshop with presentation of the tool and delivery of the printed model for manipulation, (iii) application of an online questionnaire (Google Forms) to evaluate the model. The information analysis was realized with categorization boards were used and improvements were made to the tool based on that. The scientific and applied validity of the tool was verified, verifying the relevance and usefulness of the model for startups, providing science and the innovation ecosystem with new knowledge in brand management, and also a tool that facilitates the creation of a brand strategy for startups , making them more competitive and attractive to customers, users, partners, new talent and investors.