SME brand building and management: an exploratory study

Purpose – The purpose of this paper is to assess brand identity, equity and brand management in SMEs. Design/methodology/approach – The methodology is based on the analysis of four site cases of consumer goods SMEs through in‐depth interviews and related documents. Findings – Results showed that the founders' value and beliefs set the tone for the core competencies to be developed and transmitted through brand identity. A bundle of marketing innovations, including coherent marketing programs and the use of the country of origin image, support the brands. Brand diversification strategies contribute to SMEs' growth. Research limitations/implications – Results need to be expanded and confirmed with other international SMEs that are not as well established and that do not use the country of origin in their brand image. Practical implications – Entrepreneurs need to be aware that their public image may reflect consumers' perception of their firms. Consequently, this image should be carefully nurtured. Because of resource constraints, a limited number of product or service features that complement the entrepreneur's core values should be selected to enhance brand equity. Among those, features linked to the firm's capabilities and to the country of origin would be the most cost‐efficient and effective. Moreover, a number of brand diversification strategies can be used by SMEs to spur their growth. Originality/value – The study emphasizes the use of strong brand associations by SMEs, primary and secondary, a focused and integrated communication strategy to enhance the brands as well as a creative approach to brand strategies to contribute to their growth.