Small brand giants: Harnessing innovation to disrupt for growth

Ivonne Kinser
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Ivonne Kinser: Vantage Creative Group, Mexico

Journal of Brand Strategy, 2024, vol. 13, issue 1, 15-28

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.

Keywords: marketing; branding; innovation; small brands; brand innovation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:13:i:1:p:15-28

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