IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2024v13i1p15-28.html
   My bibliography  Save this article

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

    Download full text from publisher

    File URL: https://hstalks.com/article/8588/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/8588/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2024:v:13:i:1:p:15-28. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.