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The five phases of SME brand-building

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Abstract

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.

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Notes

  1. In his report card, Keller identifies 10 factors that the world' s strongest brands gained as they grew in strength, so that brand managers may profi t by systematically assessing their own brand performance and benefit from these successful brands. Some of the traits suggested for consideration are excellent delivery of customer benefits and brand relevance. All traits suggest brand equity improvement and strength.

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Authors and Affiliations

  1. School of Business, Monterrey Institute of Technology Mexico (ITESM), Calle del Puente 222, Col. Ejidos de Huipulco, Tlalpan, 14380, DF, Mexico

    Edgar Centeno

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  1. Edgar Centeno
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  2. Susan Hart
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  3. Keith Dinnie
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Centeno, E., Hart, S. & Dinnie, K. The five phases of SME brand-building. J Brand Manag 20, 445–457 (2013). https://doi.org/10.1057/bm.2012.49

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