Banca de DEFESA: CÍNTIA BRENNER ACOSTA FRANCO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : CÍNTIA BRENNER ACOSTA FRANCO
DATA : 31/08/2021
HORA: 09:00
LOCAL: ProfNIT2021
TÍTULO:

Communication strategies and their contributon to Rio Grande do Sul Geographical Indications development

PALAVRAS-CHAVES:

Intellectual Property. Appellation of Origin. Denomination of Origin. Marketing. Good Practices.

PÁGINAS: 144
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Administração
RESUMO:

Geographical Indications (GI) have been considered an important tool for valuing the territory's culture, tradition and know-how. GI products have single characteristics, identity, personality and tell a story, which communicates their origin. However, Brazilian National Institute of Industrial Property protection, by itself, is not enough to reposition the product to consumers. In this way, the communication role is reinforced, in order to the GI full potential can be reverted in benefits for producers, consumers and society. Thus, this study aims to evaluate how communication strategies can contribute to GI development. The research, characterized as exploratory descriptive, includes other objectives: analyze communication strategies used by Rio Grande do Sul GI; analyze consumers’ knowledge related to Rio Grande do Sul GI; verify if there is contribution of communication strategies for GI recognition; and, finally, describe communication good practices identified. To achieve these goals, interviews were conducted to gather communication strategies adopted by GI and an online survey to identify consumers’ knowledge level related to Rio Grande do Sul GI. Different realities were identified, with structure and communication actions in different levels of maturity and complexity. Some actors play an important role by supporting the organization and dissemination of GI, but support policies in the post-registration period, in which there are many challenges for the establishment of products on the market, could be implemented. Knowledge about GI has a positive influence on consumers' opinion about GI products. There was also identified the media important hole as the main source of information, reinforcing the communication hole on GI popularization. From the information provided by the study a paper about Rio Grande do Sul GI’s communication and a guide of good practices for GI communication was produced, in contribution to GI improvement.

MEMBROS DA BANCA:
Externo à Instituição - CARLOS HENRIQUE SABINO CALDAS - UEMG
Externo à Instituição - JORGE TONIETTO - EMBRAPA
Presidente - 004.321.979-90 - KELLY LISSANDRA BRUCH - UFRGS