Branding como diferencial estratégico para pequenas empreendedoras de vestuário da feira da Messejana

Abstract

This article aims to present branding as an accessible marketing and management methodology for all types of businesses and even those of smaller sizes, however it has a focus on individual micro entrepreneurs in the clothing industry in the popular trade at the Messejana Fair, in Fortaleza, considering how women have a workload that goes beyond business hours. There is a direct relationship to the structuring and development of brand relevance, which, even though the company is small, needs an attractive image and a good reputation to attract and retain customers. We employ an exploratory methodology, using bibliographic research in books and dissertations on the topics covered and entrepreneurship and study sites on women in society, such as SEBRAE and RME, and later a field research and interviews with the purpose of confirming whether the brands are knowing how to use branding management as a strategic differential. We conclude with this work that the chosen group has a great need to professionalize and know their own business, to understand the best strategies to use, highlighting the importance of knowing their target audience and their differentials, not just the products and that its result has a great social impact. It proved to be a relevant issue for this period of economic crisis resulting from COVID-19, in which many companies were closed and unregulated commerce became a way out for many women. It has the potential to open the door to the evolution of the popular commerce of women-run businesses.