The five phases of SME brand-building

Centeno, Edgar; Hart, Susan; Dinnie, Keith
June 2013
Journal of Brand Management;Jun2013, Vol. 20 Issue 6, p445
Academic Journal
The purpose of this article is to examine how brands are built in small-to-medium-sized enterprises (SMEs) and to develop a conceptual model of SME brand-building. The research design is based on an a priori conceptual framework that helped direct the fieldwork, data analysis and findings. A series of semi-structured interviews was conducted among 35 owner/managers from 30 firms. The results indicate that SME brands are built in a non-traditional manner and contrary to large firm brand building, with minimum brand planning and limited resources. SME brand-owner/ managers and employees engage in brand exploration phases where they experiment in a spirit of trial and error based on risk-taking, commitment, creativity and willingness to learn. Based on these results, the article develops a model of the five phases of SME brand-building. The five-phase model represents an actionable framework for managers in an SME context. The model also presents scholars with a theoretical foundation upon which to construct further theory development.


Related Articles

  • SMALL MINDED. WARDEN, TOM // NZ Marketing Magazine;May/Jun2012, p62 

    The author offers advice to small businesses on building a brand. Topics discussed include companies' creation of brands that form the expectation that people place in their offerings, incorporating visual design, style of service and elements of social responsibility by branding goods or...

  • BRANDING: It's about your bottom line. Oster, Bev // Spa Management;Jul2007, Vol. 17 Issue 7, p54 

    The article emphasizes the importance of spa branding and discusses the branding process. Brand identity increases the number of guests, according to "Fortune Magazine." Branding should be transparent to guest through products, services and experience. The direction of brand development can be...

  • What's your favourite example of a flexible identity? Gosling, Emily // Design Week (Online Edition);5/31/2013, p7 

    The article presents the views of various designers regarding flexible identity. Simon Manchipp, co-founder of SomeOne says that a consumer-facing brand is at disadvantage if it is not operating an adaptive visual brand identity. Kara Penn, creative director at Fit Creative mentions that...

  • Your Brand Makes All The Difference. Sauers, Ryan T. // Brand Quarterly;Aug2015, Issue 17, p64 

    The article details how brands make difference. Topics discussed include the goal of making brand experiences personal, the need for strong brand to lead individuals and organizations and the acronym BRAND which stands for Baseline of Our Repuration, Attributes, Name, and Distinctiveness. Nike's...

  • MARCAS GENÉRICAS, VULGARIZADAS Y «GENERICIDIO» ¿Cómo se resuelve el acertijo? Vallenilla, M. Ricardo // Debates IESA;abr-jun2009, Vol. 14 Issue 2, p62 

    No abstract available.

  • Harden up, marketers: be the bloody-nosed brand police. Fahy, Kristof // Marketing Week;6/19/2014, p1 

    The author offers opinions on marketing management. It is stated that marketing executives and employees should be the persons responsible for defining a company's brand, as they are the ones who are both most familiar with its brand image and the persons with the strongest stake in creating and...

  • Public Relations for Smaller Companies. Otterbourg, Robert K. // Public Relations Quarterly;Spring66, Vol. 11 Issue 1, p2 

    Focuses on the importance of public relations for small businesses. Chance of success for smaller companies with a limited vertical market; Need for an awareness of target market; Guidelines for the establishment of a public relations department regardless of the company's marketing structure;...

  • Get Ready, Get Set, Brand! Auten, Lori // Georgia Trend;May2008 Supplement, p43 

    The article offers an insight on business branding or creating a brand image, which plays an important role in the success of an entrepreneurial venture. It also rebuts common objections that many small businesses have about branding their companies. Those objections are the misconception that...

  • What's the big idea behind the story of your brand?  // Marketing Week;7/26/2012, Vol. 35 Issue 28, p8 

    The author offers opinions on branding in marketing. Agreement is expressed with the contention of motion picture producer David Puttnam that although social media allows individuals to tell their own stories, those stories exist within the context of larger ones which individuals use to make...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics