Research on Brand Strategy to Small and Medium-Sized Enterprises

Xin-zhu Li ()
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Xin-zhu Li: Wuhan University

Chapter Chapter 91 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 865-872 from Springer

Abstract: Abstract Based on the analysis of brand attributes, from the perspective of value chain theory, this paper presents that brand strategy is a significant strategy for the small and medium-sized enterprises (SMEs) to realize higher additional value of products and gain competitive advantage in market. Formation of scientific brand development strategy planning, clear definition to core brand value, cultivation of self-owned brand, occupation of competitive advantage by correct brand positioning, selection of correct brand appeal, and adoption of innovative brand operational model are the important approaches and means for SMEs to realize brand strategy, extricate from operational predicament, and promote additional value of products.

Keywords: Brand strategy; Small and medium-sized enterprise (SME); Smiling curve; Value chain (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-38391-5_91

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DOI: 10.1007/978-3-642-38391-5_91

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