Análise de pós Indicações Geográficas amazonenses selecionadas: um estudo de posicionamento de mercado

Abstract

This study aims to understand Amazonian Geographical Indications (GIs) in relation to market positioning after the registration of the distinctive sign. A GI is an intellectual property asset highly valued internationally and, in Brazil, has been consolidating since the enactment of Law No. 9279/1996. Considering the relevance of the topic for regional development, this research analyzed, both qualitatively and quantitatively, the market reality of Amazonian GIs, focusing on the cases of Guaraná de Maués and Novo Remanso. The study highlights the challenges and strategies adopted in the post-registration phase. Through a mixed-methods approach, interviews were conducted with GI representatives, in addition to the application of a questionnaire with institutional actors involved in the GI context. This allowed for content analysis and the statistical application of exploratory factor analysis. The results revealed gaps in the market management of Amazonian GIs and the current status of commercialization of products with the distinctive sign, showing limited use of the GI as a differentiation tool in the market. Furthermore, the research enabled the development of a set of market positioning indicators for products with distinctive signs, organized around the marketing mix (Product, Price, Place, Promotion). These were statistically validated and systematized into a practical Guide, establishing a strategic instrument for market planning, monitoring, and repositioning, thus constituting a technological product with direct applicability. Finally, both the content analysis and the statistical analysis provided a comprehensive view of the Amazonian GI context and demonstrated how market positioning can contribute to the valorization and strengthening of Geographical Indications, turning them into assets of competitiveness, regional development, and cultural identity in national and international markets.