Su Yuxuan; Christin Agustina Purba
Abstract: Although an amazing amount of literature has evolved concentrating on the important tasks involved in brand management for bigger organisations with well-established brands and considerable marketing expenditures, no study has been undertaken to analyse branding inside small to medium-sized firms. This is despite the fact that there has been an increase in the number of small and medium-sized enterprises in recent years (SMEs). This study’s overarching objective is to evaluate the nature and breadth of brand management as it relates to small and medium-sized businesses. It is indicated that there are considerable variations between small and big firms along nine of the ten characteristics of brand management. In addition, diverse brand management techniques are linked to the success of businesses that are classified as SMEs. This paper highlights the implications of the work, draw attention to its shortcomings, and lay out some suggestions for further research.
[ FULL TEXT PDF 1-4] DOI: 10.30566/ijo-bs/2022.08.96