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Brand development and entrepreneur’s role in small businesses

Brand development and entrepreneur’s role in small businesses The purpose of this paper is to frame the guidelines for brand building for micro, small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the brand management process.Design/methodology/approachA qualitative study comprising in-depth interviews of 20 Indian MSME entrepreneurs who had experience with brand-building was conducted. The entrepreneurs were probed regarding the brand management process and their role in the brand-building efforts in their organization. The guidelines that emerged from the study were compared and contrasted with those proposed in Krake’s model, and a new model for brand-building is proposed.FindingsThe improvised new model highlights the importance of “name of the brand”, “managing finance simultaneously” and “exit strategy” as important factors for the creation of a successful brand, amongst other factors revealed in extant literature. The interviews also reveal that an MSME headed by a passionate entrepreneur who accommodates professional expertise witnesses a greater chance of success.Originality/valueIn spite of the growing importance of SMEs, scant attention has been paid to the issue of branding in SMEs. This study contributes to the literature on branding and small business research by examining and advancing the brand-building guidelines developed by Krake. It further looks at the role of the entrepreneur in the entire process of brand building in the increasingly evolving Indian market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Brand development and entrepreneur’s role in small businesses

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References (67)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1471-5201
eISSN
1471-5201
DOI
10.1108/jrme-06-2020-0074
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to frame the guidelines for brand building for micro, small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the brand management process.Design/methodology/approachA qualitative study comprising in-depth interviews of 20 Indian MSME entrepreneurs who had experience with brand-building was conducted. The entrepreneurs were probed regarding the brand management process and their role in the brand-building efforts in their organization. The guidelines that emerged from the study were compared and contrasted with those proposed in Krake’s model, and a new model for brand-building is proposed.FindingsThe improvised new model highlights the importance of “name of the brand”, “managing finance simultaneously” and “exit strategy” as important factors for the creation of a successful brand, amongst other factors revealed in extant literature. The interviews also reveal that an MSME headed by a passionate entrepreneur who accommodates professional expertise witnesses a greater chance of success.Originality/valueIn spite of the growing importance of SMEs, scant attention has been paid to the issue of branding in SMEs. This study contributes to the literature on branding and small business research by examining and advancing the brand-building guidelines developed by Krake. It further looks at the role of the entrepreneur in the entire process of brand building in the increasingly evolving Indian market.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Jul 12, 2021

Keywords: Entrepreneurship; India; Brand management; Small and medium enterprises

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