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Article
Publication date: 1 July 2001

Temi Abimbola

The ability to predict future demand is a need that businesses work towards irrespective of their size. Creating a favourable competitive stance for firm’s output is also…

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2423

Abstract

The ability to predict future demand is a need that businesses work towards irrespective of their size. Creating a favourable competitive stance for firm’s output is also a crucial goal of businesses. These two goals are of particular importance for enterprises operating in an environment characterised by rapid changes, shortened lead‐times, and exponential innovative activities. This study aims to elaborate on branding as a marketing principle relevant to the entrepreneurial quest for stimulating demand and creating competitive advantage. It also aims to highlight the appropriateness of branding to SME practices and to identify relevant guidelines that SMEs could follow in building a successful brand.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 3 no. 2
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 11 September 2007

Temi Abimbola and Christine Vallaster

This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within…

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9873

Abstract

Purpose

This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within the context of the challenges that the global knowledge‐based business environment poses to organisations of differing sizes.

Design/methodology/approach

The authors' approach is discursive. The argument is supported by findings from published studies and empirical reality. The authors analyse and distill our thoughts (and the empirical findings) in a way that is relevant to the activities of entrepreneurs and SMEs.

Findings

Organisations are better able to create strong firm by integrating branding, reputation building, relevant and appropriate organisational identity beyond their visual façade. They need to be more proactive, and also have to express and embed their brand value propositions within their identity and reputation in their dealings with customers. The authors surmises that researching about (and evaluations of) brand, reputation and organisation identity need to play more active roles in offering novel ways of conceptualising and documenting the realities of the contemporary (global) business environment in which firms operates.

Originality/value

The study offers new horizons on brand, organization identity and reputation as they relate to economic reality. The authors unequivocal articulation is that these concepts are critical factors in the success of enterprises and small businesses in competitive markets.

Details

Qualitative Market Research: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 11 September 2007

Temi Abimbola and Akin Kocak

The purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that distinguish successful entrepreneurs and small to medium‐sized…

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6923

Abstract

Purpose

The purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that distinguish successful entrepreneurs and small to medium‐sized enterprises (SMEs) from their larger counterparts. These distinguishing factors provide the building blocks for a theoretical (resource‐based view) model for demonstrating the pivotal role of brand, organizational identity (OI), and reputation building for large enterprises and small businesses in knowledge economies.

Design/methodology/approach

To explore (theoretically) and explain (empirically) observed reality through qualitative investigation. This approach conceptualises and explains reality, and puts forward empirical findings as representations of theoretically postulated relationships between entrepreneurial success and brand/OI/reputation. The primary data are from in‐depth interviews with a sample of firms located in Staffordshire/West‐Midlands/regions, UK.

Findings

Suggest that branding and reputation building are key resources, which allow an organization to be successful over an extended period of time. In terms of research design and methods, we found that an interdisciplinary approach is important in further exploration of the nexus between brand/organization identity/reputation and entrepreneurship. Because they are fuzzy concepts loaded with meaning and interpretations, they are explored better through qualitative data in the first instance. These findings are germane for paradigmatic development to distil the ideas, explanations and the reality that binds the concepts (brand/organization identity/reputation).

Originality/value

This work is original and innovative because it goes beyond inductively derived “theory” to an unswerving location of brand, OI, and reputation within commensurable theory at the heart of successful market strategy for SME organizations. Supporting empirical observations, development of coherent conceptual framework and theoretical rigour mark out this work as beyond those identified within previous studies.

Details

Qualitative Market Research: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Content available

Abstract

Details

Journal of Product & Brand Management, vol. 19 no. 6
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 21 August 2009

Francisco Guzman and Temi Abimbola

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667

Abstract

Details

Journal of Product & Brand Management, vol. 18 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 21 September 2010

Olutayo Otubanjo, Temi Abimbola and Olusanmi Amujo

This paper aims to theorise the concept of corporate brand covenant.

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2160

Abstract

Purpose

This paper aims to theorise the concept of corporate brand covenant.

Design/methodology/approach

Christian theology is drawn on to define and identify the source of the notion of covenant. Similarly, a review of the literature on the meaning and management of corporate branding is presented. Following a thorough review of the literature, the notion of a corporate brand covenant is conceptualised and discussed. This is firmly supported by a semiotic deconstruction of a corporate advertisement from HSBC.

Findings

Six important findings emerged from the study. The first is the Christian theological insight into the notion of covenant. This finding drew the attention of corporate branding academics to the source of this phenomenon. Second, a total of six cardinal principles (initial scenario; a covenanter, a covenant and a covenantee; the covenant is binding on all parties; the covenant is perpetual; the covenant is irreversible; the covenant stems from God and is then handed on to man) were proposed. Third, a template highlighting how the biblical covenant is managed was conceptualised. Fourth, six mandatory components of corporate branding: firm's personality; corporate positioning; interactions; corporate communications; stakeholders; corporate reputation/image; were identified. Fifth, an integrative framework highlighting the points of linkages between the biblical covenant and the corporate brand‐oriented covenant was developed. Sixth, a new definition of corporate brand covenant was suggested and supported by a semiotic deconstruction of HSBC's corporate advertising campaign.

Research limitations/implications

There is little literature devoted to corporate brand covenant. The majority of works addressing this concept have done so anecdotally. Thus, by addressing this phenomenon via a Christian theological lens, the study solidifies the corporate branding literature, which at the moment lacks a strong foundation in social science theory.

Practical implications

Practitioners are encouraged to remember that the successful management of a corporate brand begins with a thorough understanding of what a corporate brand covenant means. An understanding of this concept will enable managers to define and deploy strategies that will promote corporate branding issues.

Originality/value

The paper extends the frontiers of existing anecdotal discourse on corporate brand covenant. In so doing, a fuller and more robust understanding of the concept of corporate branding among academics and practitioners is achieved.

Details

Journal of Product & Brand Management, vol. 19 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 26 July 2013

T.C. Melewar, Bang Nguyen and Temi Abimbola

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1896

Abstract

Details

Marketing Intelligence & Planning, vol. 31 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 11 September 2007

Bill Merrilees

The purpose of this paper is to understand how branding can facilitate small business development of new ventures.

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7239

Abstract

Purpose

The purpose of this paper is to understand how branding can facilitate small business development of new ventures.

Design/methodology/approach

A conceptual approach was used for understanding branding in new ventures. A model with eight propositions has been developed and then validated using ten existing case studies of exceptional entrepreneurs.

Findings

The key mechanisms proposed for branding to assist small business create new ventures include opportunity recognition, innovation, business model development, capital acquisition, supplier acquisition, customer acquisition, and success harvesting.

Originality/value

The paper helps redress a relatively lack of research into small business branding. Previous research has mainly focused on small business brand management of existing ventures. The findings are readily translatable to small businesses launching new ventures. The paper extends the existing small business branding literature into a new domain, having a strong entrepreneurial character.

Details

Qualitative Market Research: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 30 May 2008

Leslie de Chernatony, George Christodoulides, Stuart Roper and Temi Abimbola

Downloads
969

Abstract

Details

European Journal of Marketing, vol. 42 no. 5/6
Type: Research Article
ISSN: 0309-0566

Content available

Abstract

Details

European Journal of Marketing, vol. 46 no. 7/8
Type: Research Article
ISSN: 0309-0566

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