Challenges in Managing Brands Public Higher Education Institutions: the case of the University of Brasilia

Abstract

Public administration faces major challenges in managing the intellectual property of brands belonging to government institutions. This article aims to identify the main obstacles in the process of managing the brand of Public Higher Education Universities, focusing on the brand of the University of Brasília (UnB). The research explores alternatives to enable the commercial management of institutional products, with the UnB brand, aiming to increase the value of this asset, in line with the principles of the Technological Innovation Law (Law n. 10.973/2004). The methodology applied is exploratory in nature, using the case study as a central approach. Data collection included structured interviews, analysis of initiatives from other Higher Education Institutions (HEIs) and application of questionnaires to the academic community. The importance of systematizing actions around the management of commercial use of the UnB Brand as an innovation strategy was identified. The data collected allowed us to verify that the most effective way to manage public university brands is licensing, via a technology transfer contract, associated with teaching, research and extension activities.