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Brand Management in Small to Medium‐Sized Enterprises

Author

Listed:
  • Pierre Berthon
  • Michael T. Ewing
  • Julie Napoli

Abstract

Although an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations with well‐established brands and substantial marketing budgets, no research has been undertaken to examine branding within small to medium‐sized enterprises (SMEs). The present study therefore seeks to assess the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along 9 of the 10 brand management dimensions reported in Keller's brand report card. Moreover, different brand management practices are associated with business performance in SMEs. Implications of the study are highlighted, limitations noted, and directions for future research outlined.

Suggested Citation

  • Pierre Berthon & Michael T. Ewing & Julie Napoli, 2008. "Brand Management in Small to Medium‐Sized Enterprises," Journal of Small Business Management, Taylor & Francis Journals, vol. 46(1), pages 27-45, January.
    • Handle: RePEc:taf:ujbmxx:v:46:y:2008:i:1:p:27-45
    DOI: 10.1111/j.1540-627X.2007.00229.x
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    Cited by:

    1. Ehlers, Annika & Rumble, Ryan & Binz Astrachan, Claudia & Baù, Massimo, 2024. "Fulfillment or status: Job seekers’ reward expectations towards family and non-family employers," Journal of Family Business Strategy, Elsevier, vol. 15(4).
    2. Kati Suomi & Kaisa Aro, 2025. "Bricolage and Entrepreneurial Branding in Finnish Tourism Business SMEs," Corporate Reputation Review, Palgrave Macmillan, vol. 28(2), pages 155-174, May.
    3. Saeid Samiei & Ismail Jafarpanah & Mehdi Mohammadi, 2026. "The impact of brand orientation on firm performance: examining the role of innovation and branding dynamic capabilities," Journal of Brand Management, Palgrave Macmillan, vol. 33(1), pages 35-53, January.
    4. Khulood Sultan Majed Al Ali, 2023. "Impact of Social Media Marketing on Brand Equity of Small & Medium-sized Enterprises (SMEs) in UAE," European Journal of Business and Strategic Management, International Peer Review Journals and Books, vol. 8(2), pages 1-32.
    5. Gonzalo Maldonado-Guzmán & Víctor Manuel Molina-Morejón & Raymundo Juárez-del Toro, 2023. "Brand Management Measurement in Mexican Small Firms: Empirical Evidence," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 13(5), pages 1-7.

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