Digital Banking Sector in Brazil: a mapping of brand protection
There are thousands of literary productions aimed at protecting brands related to the physical financial sectors, but there are few that talk about digital banks and the protection of brands within organizations. The objective of the study was to map the protection of the brands of 10 Brazilian digi...
| Authors: | , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2024 |
| Country: | Brasil |
| Institution: | Universidade Federal da Bahia (UFBA) |
| Repository: | Cadernos de Prospecção (Online) |
| Language: | Portuguese |
| OAI Identifier: | oai:ojs.periodicos.ufba.br:article/57874 |
| Online Access: | https://periodicos.ufba.br/index.php/nit/article/view/57874 |
| Access Level: | Open access |
| Keyword: | Propriedade Intelectual Ativos intangíveis Proteção das marcas. Intellectual property Intangible assets Brand protection. |
| Summary: | There are thousands of literary productions aimed at protecting brands related to the physical financial sectors, but there are few that talk about digital banks and the protection of brands within organizations. The objective of the study was to map the protection of the brands of 10 Brazilian digital banks. The methodology used to collect data occurred through qualitative and quantitative research. This collection was carried out using INPI, Bacen, CEF and financial statements of the aforementioned digital banks analyzed. Therefore, this mapping was expected to show the characteristics and structure of digital bank brand protection and investigate economic and performance indicators through the association of the brand with the bank. |
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