Indicação geográfica como recurso estratégico : reputação e julgamento de marca do Porto Digital - Recife, PE

Abstract

Geographical Indications are signs used for goods that have a specific geographical origin and hold quality, reputation or characteristics that are essentially attributable to that origin. Geographical Indications and Trademarks are distinctive signs that allow producers to protect their established reputation against imitation or fraud. The use of Geographical Indication by regions that provide services has different goals of Geographical Indications by producing regions of tangible goods. Geographical Indication does not ensure legal exclusivity to the services offered by a technology park, or, more generally, by a Local Productive Arrangement. Thus, there is no clarity whether the derivatives strategic attributes of Geographical Indication - especially reputation - can generate competitive advantage. This study aims to check that the Geographical Indication gives competitive advantage and positive reputation to the local productive arrangement Porto Digital. Descriptive crosssectional study was conducted with 10 customers and 25 managers of companies belonging to the technological park Port Digital. A questionnaire was applied based on the customer-based brand equity model addressing the characterization of the companies and the values assigned by managers and customers to adherence, quality, superiority, consideration and credibility of Porto Digital Brand. Data and scores obtained were subjected to correlation analysis. Values above the mean score for Brand Judgment were obtained both by customers and by managers, and values above the mean score for Brand Adherence where obtained by managers. There was no significant correlation between billing, number of employees or age of companies and their assigned scores for Judgment and Adherence. Judgment and Adherence are correlated. Porto Digital brand gives positive brand judgment to the services offered by the technological park.