摘要：Increasingly, brands have occupied a significant place in the organizations’ marketing performance. The brand management dominant view in the literature is strategic management. Despite this, several brands have become successful through an “unconventional” approach, which we named as entrepreneurial brand building . Our study seeks to understand this alternative approach to brand building through Pague Menos. The method adopted was biographical study, suitable for investigating the brand history. Research corpus was constructed through a narrative interview conducted with the entrepreneur and secondary data about the brand. The narratology, a linguistic-semiotic approach to analysis, was adopted for data interpretation. Our findings reveal the forceful role of innovation and entrepreneurship centralization, as well as his commercial fitness in brand building. They meet the characteristics pointed out by the field known as entrepreneurial marketing.
关键词：Brands;Entrepreneurship;Entrepreneurial marketing;Retail;Pague Menos;Marcas;Empreendedorismo;Marketing empreendedor;Comercio;Pague Menos.;Marcas;Empreendedorismo;Marketing empreendedor Varejo;Pague Menos
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