TERRITORIAL DEVELOPMENT STRATEGY IN SANTA CATARINA: SPATIAL DISTRIBUTION OF CATARINENSES COLLECTIVE BRANDS

Abstract

Territorial development has emerged as an alternative to changing the economic landscape of various municipalities located outside major commercial hubs and disadvantaged by the competitive processes triggered in the second half of the 20th century. Among the development strategies, the valorization of territorial identity through collective distinctive signs presents an opportunity to generate income and stimulate the local economy. This study aims to provide a mapping of existing collective brands in Santa Catarina territory that are in commercial operation. In this perspective, the general objective is to present the spatial distribution of registered collective brands registered in Santa Catarina that are in commercial circulation, providing initial material for future research on the subject. The research was designed as an exploratory study, complemented by bibliographical research, with data collection from primary and secondary sources. The main results of the study pointed to the existence of 32 collective brands, with effective operations, distributed more evidently in the mesoregions of Western Santa Catarina (50%) and Northern Santa Catarina (21.9%). In the Vale do Itajaí mesoregion, 12.5% of the studied collective brands are located. The Southern Catarinense and Serrana mesoregions have the same number of quantity collective brands in commercial circuits (6.3%). The Greater Florianópolis mesoregion has only one collective brand (3%). The spatial distribution shows the concentration in the areas farther from the major commercial centers, in line with the theory. However, it should be noted that all mesoregions have at least one collective brand, indicating that the topic has a place on regional agendas in Santa Catarina. It is worth noting that the municipalities of São Miguel do Oeste, Chapecó and Joinville have more than one collective brand within their territory, which may lead to further research to understand the competitive factors and participation in the local market. The study also highlighted a significant challenge in identifying the topic in the territory of Santa Catarina, opening up opportunities for future research.