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 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 r...

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