The five phases of SME brand-building

Edgar Centeno, Susan Hart, Keith Dinnie

    Research output: Contribution to journalArticle

    23 Citations (Scopus)

    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.
    Original languageEnglish
    Pages (from-to)445-457
    JournalJournal of Brand Management
    Volume20
    Issue number6
    DOIs
    Publication statusPublished - 2013

    Fingerprint

    Small to medium-sized enterprises
    Owner-managers
    Managers
    Conceptual framework
    Resources
    Research design
    Experiment
    Employees
    Risk taking
    Conceptual model
    Nontraditional
    Creativity
    Theory development
    Large firms
    Structured interview
    Willingness
    Planning

    Keywords

    • SME brand-building

    Cite this

    Centeno, Edgar ; Hart, Susan ; Dinnie, Keith. / The five phases of SME brand-building. In: Journal of Brand Management. 2013 ; Vol. 20, No. 6. pp. 445-457.
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    The five phases of SME brand-building. / Centeno, Edgar; Hart, Susan; Dinnie, Keith.

    In: Journal of Brand Management, Vol. 20, No. 6, 2013, p. 445-457.

    Research output: Contribution to journalArticle

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