Branding - does it even exist among SMEs?

Abstract

This paper clarifies the role of branding among academic SME 1 studies. It shortly introduces different streams of branding, especially product branding and corporate branding. The empirical part consists of an extensive search for and analysing of academic articles that consider branding in SMEs. According to the results, branding in SMEs is a rarely studied phenomenon among academics and when studied, the theoretical background often consists of product branding even if it is a corporation that is studied. In addition, most of the studies are published in marketing journals rather than in entrepreneurship journals. On the basis of the results it is suggested that corporate branding issues could be more often utilised and researched among SMEs.

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