DESENVOLVIMENTO DE UMA DINÂMICA PARA CRIAÇÃO DE IDENTIDADE DE MARCA: BRAINSTORMING ORIENTADO POR DADOS ABERTOS

Abstract

Creativity is an essential skill in the contemporary professional context, especially in activities involving communication, innovation and strategic decision-making. In the field of branding, many professionals and entrepreneurs face difficulties in organizing ideas and structuring brands in a coherent way. Faced with this challenge, this article aims to present and analyze BrandQuest: an interactive brand creation game developed based on public data and gamification elements. The research adopted an applied methodology, of an exploratory nature, with a qualitative and quantitative approach, through the construction of a Minimum Viable Product (MVP), implemented via Tally for data collection and Google Forms for user feedback. Thirty responses from participants, including students and entrepreneurs, were analyzed. The results indicated an average satisfaction of 89%, with emphasis on engagement and clarity of the dynamics. The integration of real data, gamification and visual elements resulted in an accessible, strategic and replicable experience. The study demonstrates the potential of BrandQuest as an educational and support tool for small entrepreneurs.