Exploring management perspectives of branding in service SMEs

Abstract

Purpose

Branding in small companies is an emergent aspect of the literature which to date has been explored from the perspective of customers but not SME management. Increasing understanding of management perceptions of branding is essential, given the impact of the entrepreneurial personality on SME branding, the need to create sustainable value, the emphasis of differentiation, and nurturing the generation of growth. This paper seeks to enhance the understanding of brands in service small and medium enterprises (SMEs) from a management perspective.

Design/methodology/approach

A qualitative case study method was undertaken with five SMEs in Ireland over a period of 18 months to understand the context specific implementation of branding from the perspective of the owner/manager. The research approach utilized in‐depth interviews, historical data, and observation with diverse service SMEs to facilitate the theory building necessary for this study.

Findings

The findings demonstrate that from a management perspective, branding in service SMEs is dominated by four variables; characteristics of the SME, the role of customer importance, the role of management and staff and brand equity. Additionally, the case SMEs noted the impact on their branding of budgetary constraints, procrastination, the desire for success and the influence of the owner/manager on change.

Originality/value

While the importance of branding is well supported, service SME branding is an emergent area of the literature. This study explores management perspectives of branding in service SMEs culminating in a model of SME service branding.

Citation

Horan, G., O'Dwyer, M. and Tiernan, S. (2011), "Exploring management perspectives of branding in service SMEs", Journal of Services Marketing, Vol. 25 No. 2, pp. 114-121. https://doi.org/10.1108/08876041111119831