BRANDING IN SMALL BUSINESS

Catalin Mihail Barbu, Radu Florin Ogarca and Mihai Razvan Constantin Barbu
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Mihai Razvan Constantin Barbu: University of Craiova

Management and Marketing Journal, 2010, vol. VIII, issue S1, S31-S38

Abstract: In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

Keywords: branding; small business; brand strategy (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:viii:y:2010:i:s1:p:s31-s38

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