UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
Call for Paper
Volume 11 | Issue 3 | March 2024

JETIREXPLORE- Search Thousands of research papers



WhatsApp Contact
Click Here

Published in:

Volume 5 Issue 9
September-2018
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

Unique Identifier

Published Paper ID:
JETIR1809702


Registration ID:
188963

Page Number

368-371

Share This Article


Jetir RMS

Title

BRAND MANAGEMENT AND ITS SIGNIFICANCE IN SMEs – A QUALITATIVE APPROACH

Abstract

Brand management within the context of SMEs seems to be distinct because it is related to the intensity of entrepreneurial orientation for the brand as shown by the owner-manager, and because the brand is especially a result of his/her personality. The consistent development and maintenance of a high intensity of entrepreneurial orientation for the brand by managers - owners has been identified as the critical challenges for a long-term successful performance of brands managed within SMEs. In a SME with a high entrepreneurial orientation for the brand, decision making is catalysed by a strong leader with the ability to uncover technically and commercially viable brand opportunities, and there is an active involvement in terms of brand innovations, and the adoption of risky initiatives and proactive innovations. The paper investigates how the attitudes and behaviour of the small and medium enterprise owners are affected with brand management and attempts to gain an insight on the importance of brand in the SME product marketing.

Key Words

Brand Management, Brand Association, SME product marketing

Cite This Article

"BRAND MANAGEMENT AND ITS SIGNIFICANCE IN SMEs – A QUALITATIVE APPROACH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.368-371, September-2018, Available :http://www.jetir.org/papers/JETIR1809702.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"BRAND MANAGEMENT AND ITS SIGNIFICANCE IN SMEs – A QUALITATIVE APPROACH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp368-371, September-2018, Available at : http://www.jetir.org/papers/JETIR1809702.pdf

Publication Details

Published Paper ID: JETIR1809702
Registration ID: 188963
Published In: Volume 5 | Issue 9 | Year September-2018
DOI (Digital Object Identifier):
Page No: 368-371
Country: Thanjavur, Tamilnadu, India .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication


Preview This Article


Downlaod

Click here for Article Preview

Download PDF

Downloads

0002887

Print This Page

Current Call For Paper

Jetir RMS