BRANDING IN SMALL BUSINESS

In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

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Year of publication:	2010
Authors:	BARBU, Catalin Mihail ; OGARCA, Radu Florin ; BARBU, Mihai Razvan Constantin
Published in:	Management and Marketing Journal. - Facultatea de Economie şi Administrarea Afacerilor, ISSN 1841-2416. - Vol. VIII.2010, S1, p. 31-31
Publisher:	Facultatea de Economie şi Administrarea Afacerilor
Subject:	branding \| small business \| brand strategy

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Extent:	application/pdf
Type of publication:	Article
Language:	English
Classification:	M30 - Marketing and Advertising. General
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008492148