A REVIEW OF BRANDING STRATEGY FOR SMALL AND MEDIUM ENTERPRISES Cover Image

A REVIEW OF BRANDING STRATEGY FOR SMALL AND MEDIUM ENTERPRISES
A REVIEW OF BRANDING STRATEGY FOR SMALL AND MEDIUM ENTERPRISES

Author(s): Amel Graa, Soumia Abdelhak
Subject(s): Social Sciences, Economy, Business Economy / Management, Marketing / Advertising
Published by: Univerzita J. Selyeho, Ekonomick√° fakulta
Keywords: Branding strategy; SME; Corporate brand; Brand equity;

Summary/Abstract: Brands play an important role in differentiating one company to another. At the beginning brands are used for large enterprises. But now it is also worn for Small and Medium Enterprises (SMEs). The purpose of this paper is to investigate how branding is exercised in a SMEs and which steps they must followed for improved results. Research conclusion pointed out of the impact and benefit of using these strategies. Lastly, this review paper will help the managers of SMEs launch a product in the market and to make a brand that will develop and mature in a saturated marketplace.

  • Issue Year: 5/2016
  • Issue No: 1
  • Page Range: 67-72
  • Page Count: 6
  • Language: English