Chapter 11: Marketing

Title: Branding as a marketing principle for service SMEs: building a conceptual framework

Reference: WORLD SUSTAINABLE DEVELOPMENT OUTLOOK 2006 pp. 341 - 350

Abstract/Summary: This paper highlights the importance of branding as a marketing principle for service Small Medium Enterprises (SMEs). There is a dearth of literature in the area of service SME branding, particularly its role on the survival and growth of small firms in the current business environment. This paper therefore examines elements of both SME and service branding, exploiting linkages between the two areas. Consequently, a conceptual framework is developed illustrating the role of these of elements and highlighting the appropriateness of branding to SME practices in the service sector.

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