... approach was used. Interviews were conducted with 20 managers within two leading banking firms in Ireland and two leading grocery retailers in Ireland. Findings The development of the brand, and its role within the firm, is closely related to the firm's culture. The research shows obstacles...

.... Design/methodology/approach A qualitative case study method was undertaken with five SMEs in Ireland over a period of 18 months to understand the context specific implementation of branding from the perspective of the owner/manager. The research approach utilized in‐depth interviews, historical data...