search query: @author Spence, M. / total: 5
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| Author: | Spence, M. Hamzaoui Essoussi, L. |
| Title: | SME brand building and management: an exploratory study |
| Journal: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1037-1054 |
| Index terms: | brands small and medium-sized enterprises (SMEs) marketing strategy case studies |
| Freeterms: | brand equity |
| Language: | eng |
| Abstract: | The purpose of the article is to explore brand identity, brand equity and brand management in small to medium-sized enterprises, and how these contribute to the growth of the SMEs. The article presents a multiple case study of SMEs offering consumer goods in different countries. The study reveals that certain marketing innovations such as coherent marketing programs and the use of the country of origin image seem to support the brands. Growth can be achieved with brand diversification. |
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