... guidelines. Keller (1998) proposes that brand strategy is not only for large organizations, and offers some apposite suggestions for small business branding. Wong and Merrilees (2005) , followed by Ojasalo et al. (2008) argue that both small and medium‐sized enterprises (SMEs) and big firms...

... small to medium‐sized enterprises (SMEs). Research limitations/implications – As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability. Practical...

... are suggested. Brands Brand management Small to medium‐sized enterprises Computer software Communication technologies An executive summary for managers and executive readers can be found at the end of this article. Building strong brands has become an important issue for many...

...Frank B.G.J.M. Krake Purpose Brand management in small to medium‐sized enterprises (SMEs) is an area of study in its infancy. Although considerable literature has been published about brand management in general, all theory and case studies are based only on multinationals. This article proposes...

...Ho Yin Wong; Bill Merrilees Purpose This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs...