Viabilidade da renda singeleza como indicação geográfica: valorização e mercado na conexão entre Alagoas e Itália

• Ano de defesa: 2019
• Autor(a) principal: Melo, Cerize Maria Ramos Ferrari de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Alagoas; Brasil; Programa de Pós-Graduação em Mestrado Profissional em Propriedade Intelectual e Transferência de Tecnologia para Inovação - PROFNIT; UFAL
• Palavras-chave em Português: Renda Singeleza; Puntino ad Ago; Reposicionamento; Indicação geográfica; Alagoas; Singeleza laces; Marketing repositioning; Geographical indication; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://www.repositorio.ufal.br/handle/riufal/6709

The work is a study of the feasibility of registering Geographical Indication for Singeleza handcrafted lace, produced in some municipalities of the state of Alagoas, from a comparative analysis with Puntino ad Ago, a handcrafted lace found in Latronico, Basilicata region, to Southern Italy. Crafts are considered twins, due to the great similarity between their points and their production techniques. Although there are studies developed by Italian and Brazilian researchers that seek answers to the link between them, including considering, among others, the possibility of transmitting the know-how of Puntino Ad Ago in Alagoas, through the flow of Italian immigration at the beginning of the century XX, the direct transmission ratio is still unknown. In addition to the similarity of lace points, there are the same problems in both localities: the limited production of pieces, associated with complaints of difficulty in marketing pieces as the main argument presented by lace makers. From reflections on this argument, the present work adopted as a method of data collection the qualitative, applied, initially exploratory, descriptive research, regarding the feasibility of registration of Geographical Indication. Is presented a study to reposition Singeleza, considering positive aspects based on the experience of association organization and collective brand registration in Latronico, with a proposal based on four pillars: fashion, market, map and brand. As a result of Singeleza's repositioning strategy, a capsule collection was created with lace associating some pieces in Puntino ad Ago which was named Laços, communication actions developed from the exhibition's exposure to the public. The conclusion of the study presents the feasibility analysis of Geographical Indication registration request