SME brand building and management: an exploratory study

Purpose - The purpose of this paper is to assess brand identity, equity and brand management in SMEs.Design methodology approach - The methodology is based on the analysis of four site cases of consumer goods SMEs through in-depth interviews and related documents.Findings - Results showed that the f...

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Bibliographic Details
Published in:	European journal of marketing 2010-07, Vol.44 (7/8), p.1037-1054
Main Authors:	Spence, Martine, Hamzaoui Essoussi, Leila
Format:	Article
Language:	English
Subjects:	Analysis Brand equity Brand identification Brand management Brands Business development Business plans Competition Competitive advantage Consumers Corporate image Country of origin Entrepreneurs Herkunftsbezeichnung KMU Markenführung Marketing Marketingmanagement Personality Purchase intention Rule of origin Small & medium sized enterprises-SME Small business Small to mediumsized enterprises Soziale Werte Studies Unternehmer
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