Marca coletiva e territorial para o Pelourinho: estratégia de valorização do território de economia criativa do Centro Histórico, Salvador, Bahia.

Abstract

Collective brands are symbols that distinguish products and services on the market, linked to a collective, without necessarily being linked to a territory. However, in a city, traditional places of occupation can be identified where specific products and services are sold. In Salvador, Bahia, the Historic Center presents itself as a place of convergence of groups of formal and informal entrepreneurs, linked to a Creative Economy, in which cultural resources are seen as important assets that generate economic growth and development. The goal of the present work was to study the potential of collective branding as a strategy for enhancing the Creative Economy of the Historic Center territory in Salvador, Bahia. To this end, an exploratory qualitative study was carried out, using bibliographical, normative and documentary researches. In order to characterize the territory, a survey of the businesses in the Historic Center linked to the Creative Economy was carried out and compared with the Cultural Domains of the Creative Economy in Bahia, according to the Bahia Superintendence of Economic and Social Studies. The survey showed that most of the businesses in the Historic Center belong to Activities Related to the Creative Segment and Cultural Activities, led by gastronomy and the craftwork. It was also possible to identify the territorial assets that make up the local identity. Finally, by analyzing the results in relation to current regulations, the potential and obstacles to registration were identified, concluding that the region has the potential for a collective brand that represents the entrepreneurs of the Historic Center, with benefits for improving economic conditions through distinction, adding value, collective affirmation and visibility of products and services.