O REGISTRO DE MARCA COMO VANTAGEM COMPETITIVA: UM PANORAMA DO SERTÃO SERGIPANO NO ANO DE 2021

The study explores the importance of registering trademarks as a tool for protection and competitive advantage for companies in the Sergipano Hinterland. It highlights how registered trademarks differentiate themselves in the market, creating identity and avoiding legal conflicts. The research identifies the risks that small and medium-sized companies face when operating without registration, such as losing their name and rebranding costs. Despite the increase in trademark registration in Brazil, many businesses in the region have yet to register their trademarks, which makes them vulnerable. The objectives include identifying the benefits of registration, assessing the risks of not registering and understanding the reasons for the low number of registrations. The methodology involves a bibliographic and documentary survey. The results show that the lack of registration compromises competitiveness and the need to raise awareness of its importance.