The Role and Importance of Brand in the Marketing of Small and Medium-Sized Enterprises in Kosovo

Abstract

Nowadays, every branch of economic activities is a subject of the various influences in which they cannot have an impact. The capabilities of an enterprise to have a significant impact on business environments can be done through the creation of their own brand. Hence, this has become a tool for the identification of its products and enterprises. Enterprises have exploited brand as a means by which businesses have improved their own turnover, competitive position in the market, and winning the loyalty of their consumers. In Kosovo, there is an increasing trend of enterprises in creating a brand for their own products. Thus, this gives them a higher possibility for identification by the consumers, fosters the development of marketing policies, and provides them the opportunity to break through new markets. The scope of this paper is to determine the importance and rationale for the creation of certain brands. It was able to achieve this through a research of perception for the brands by consumers, as well as finding out grounds and influential factors during their selection of certain brands. The data acquired have proved that there are some advantages of enterprises that have a well-known brand. Also, the various factors which influence customer’s decision include physical product handling features, good experiences, packaging, warranty, etc. The data presented will help in the future for an increase in awareness on the importance of branding in the practice of enterprises. Therefore, this is with the aim of creating a good image for the products as well as enterprises.