Solidarity economy enterprises are increasingly in need of management tools for the
development of their businesses, including tools that assist in the creation and dissemination
of the visual identity, since most still commercialize their products and offer their services
without differentiating from other competitors, practices which could be softened with the
correct use of a brand. In order to confront this debate, the present work aimed at the
realization of a study of the registration and use of the brand applied to the enterprises of
solidarity economy aiming at the aggregation of value to the products and services offered
with regional characteristics, through a methodological process of the case study in a
cooperative of family farming constituted only by women, in the Amazon. The analysis was
based on a theoretical framework that sought to discuss the innovation processes that
stimulated rural development, family agriculture, cooperativism and women's participation in
this context, as well as a detailed study on the registration and use of brands as a tool for
management for adding value to a business, including enterprises that work with family
farming products. To carry out the field research, it was made the choice of the agroindustrial
and extractive cooperative of the women of the municipality of Cametá. Initially, the
cooperative was diagnosed about the operation, challenges, brand use and strengthening
strategies. From then on, an analysis was made of the new COOPMUC brand proposal,
approved by the members, to verify the fulfillment of all the necessary requirements for the
registration of the brand. With this step the protocol of the registration of the brand
COOPMUC was made to be used as tool of aggregation of value to the products and services
offered by the enterprise. Finally, it was identified that the cooperative has several positive
attributes for the valorization of its brand, for that it is necessary that marketing actions are
constructed aiming to give visibility to the products and services added to the brand and thus
bring to the knowledge of the final consumers the advantages and differentials of the
enterprise.
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