Entrepreneurial Identity Brand Management: A Brand Management Model For Smes

Abstract

SMEs are not small-scaled versions of large organizations. Although both kinds of firms may share the final objective of building a strong brand over time, their inherent characteristics are unique, and because of this, the processes they need to follow to reach this final objective are different. Considering the limited theoretical framework existing for SME brand management, and that mainstream branding theories are based on large corporations, the proposed model attempts to contribute to narrowing this gap.