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Small brand giants: Harnessing innovation to disrupt for growth

Author

Listed:
  • Kinser, Ivonne

    (Vantage Creative Group, Mexico)

Abstract

Small brands face big marketing and branding challenges in a world in which industry giants wield considerable resources. This paper promotes innovation as a catalyst for brand success. It discusses how brands can use innovation to challenge conventions, reshape industries and achieve notable success in a dynamic industry. The paper outlines innovative strategies that empower small brands to carve distinct niches, enhance brand awareness and shine brighter than their larger counterparts. It concludes that innovation, far from being a mere buzzword, is a force that can propel small brands toward growth and market disruption.

Suggested Citation

  • Kinser, Ivonne, 2024. "Small brand giants: Harnessing innovation to disrupt for growth," Journal of Brand Strategy, Henry Stewart Publications, vol. 13(1), pages 15-28, June.
    • Handle: RePEc:aza:jbs000:y:2024:v:13:i:1:p:15-28
    as

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    More about this item

    Keywords

    marketing; branding; innovation; small brands; brand innovation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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