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SME brand building and management: an exploratory study

Martine Spence (Telfer School of Management, University of Ottawa, Ottawa, Canada)
Leila Hamzaoui Essoussi (Telfer School of Management, University of Ottawa, Ottawa, Canada)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 27 July 2010

13593

Abstract

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 founders' value and beliefs set the tone for the core competencies to be developed and transmitted through brand identity. A bundle of marketing innovations, including coherent marketing programs and the use of the country of origin image, support the brands. Brand diversification strategies contribute to SMEs' growth.

Research limitations/implications

Results need to be expanded and confirmed with other international SMEs that are not as well established and that do not use the country of origin in their brand image.

Practical implications

Entrepreneurs need to be aware that their public image may reflect consumers' perception of their firms. Consequently, this image should be carefully nurtured. Because of resource constraints, a limited number of product or service features that complement the entrepreneur's core values should be selected to enhance brand equity. Among those, features linked to the firm's capabilities and to the country of origin would be the most cost‐efficient and effective. Moreover, a number of brand diversification strategies can be used by SMEs to spur their growth.

Originality/value

The study emphasizes the use of strong brand associations by SMEs, primary and secondary, a focused and integrated communication strategy to enhance the brands as well as a creative approach to brand strategies to contribute to their growth.

Keywords

Citation

Spence, M. and Hamzaoui Essoussi, L. (2010), "SME brand building and management: an exploratory study", European Journal of Marketing, Vol. 44 No. 7/8, pp. 1037-1054. https://doi.org/10.1108/03090561011047517

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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