SMEs and Branding Strategies

Neeta Baporikar and Mukund Deshpande
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Neeta Baporikar: Namibia University of Science and Technology, Windhoek, Namibia & University of Pune, Pune, India
Mukund Deshpande: Independent Researcher, Pune, India

International Journal of Applied Management Sciences and Engineering (IJAMSE), 2017, vol. 4, issue 1, 43-55

Abstract: SMEs, in a competitive world, have been realizing that they are not just selling products or services but a mass of branded products, services and people to sustain in the business. Therefore, movement is captivating in the SMEs to introduce competency through branding for obtaining and enhancing market share. Auto-Component is a great feeder industry in the Automobiles Sector that has put India on Global map. Therefore, studying branding in this industry brings reveals that marketing policies especially branding strategies are significantly helping Pune SMEs become competitive and gain highest market share in the world. The focus of this paper though grounded theory and in-depth literature review, secondary data and close observation is to understand the branding strategies and further understand how core and complimentary instruments are used to improve effectiveness of marketing in SMEs.

Date: 2017
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