Building Brands in SMEs

Luca Cacciolatti and Soo Hee Lee
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Luca Cacciolatti: University of Westminster
Soo Hee Lee: University of Kent

Chapter 10 in Entrepreneurial Marketing for SMEs, 2015, pp 157-172 from Palgrave Macmillan

Abstract: Abstract Brands are nowadays paramount to the success of an organisation. We live in a branded world. If you look around, everything you use in your life, be it clothes or electrical appliances, books or pens, means of transport or a take-away meal, you cannot avoid encountering brands.

Keywords: Mission Statement; Brand Equity; Relationship Marketing; Brand Position; American Market Association (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-53258-9_10

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DOI: 10.1057/9781137532589_10

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