BRANDING IN SMALL BUSINESS
BRANDING IN SMALL BUSINESS
Author(s): Cătălin Mihail Barbu, Radu Florin Ogarca, Mihai Razvan Constantin BarbuSubject(s): Economy
Published by: Editura Universitaria Craiova
Keywords: branding; small business; brand strategy
Summary/Abstract: In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.
Journal: Management & Marketing - Craiova
- Issue Year: 2010
- Issue No: 1s
- Page Range: 31-38
- Page Count: 8
- Language: English