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 AbdelhakSubject(s): Social Sciences, Economy, Business Economy / Management, Marketing / Advertising
Published by: Univerzita J. Selyeho, Fakulta ekonómie a informatiky
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.
Journal: Acta Oeconomica Universitatis Selye
- Issue Year: 5/2016
- Issue No: 1
- Page Range: 67-72
- Page Count: 6
- Language: English