Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis


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Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.

Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.

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Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis

  1. 1. Dr. Sean Ennis Department of Marketing University of Strathclyde in Glasgow
  2. 2. The concept of branding Importance of branding for SME’s How are SME’s using branding? Some tips for developing brands in SME’s Questions / discussion
  3. 3. “A brand can be described as an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique, sustainable added values which closely.” match their needs most closely.” (de Chernatony et al, 2001)
  4. 4. Has been around since time began Identity. Differentiation. Branding cattle in the Wild West! Traditionally the preserve of large-scale companies; particularly in the FMCG sectors Comparatively little research done in the area of branding for SME’s – although this is changing
  5. 5. Helps consumers to differentiate between products Helps to build confidence and trust in a product Makes it easier for the seller to communicate the values of the brand to customers Helps to command a premium price for the seller Essential for all companies and organisations in a market where consumers “enjoy a tyranny of choice” choice”
  6. 6. Attributes Values Personality Benefits Well built Safe I want to be Wealthy safe Durable Reliable Successful I want to be High Social status Secure respected prestige
  7. 7. A combination of functional and symbolic values that the consumer perceives in the brand Functional? Relates to the tangible, rationally assessed product performance benefits that customer’ satisfy customer’s practical needs Symbolic? Relates to the intangible feelings and symbolic benefits that satisfy the customer’ self- customer’s self-expression needs (emotional)
  8. 8. It is generally accepted that both functional and symbolic benefits influence the customer’ customer’s purchase decision. Brand equity: a measure of the customer’s attachment to a brand: a measure of loyalty, perceived quality and differentiation. Provides an opportunity to build and sustain a premium price
  9. 9. Brand management is not given the priority it needs for a strong brand image to be constructed Responsibility lies in all cases at the highest level of management Co- Co-branding receives little attention Selling is important Views on branding are limited often to advertising
  10. 10. The need to focus on one or two (at most) key brands In the marketing approach, focus on one or two key brand associations Essentially a limited view of what constitutes brand building and development.
  11. 11. The wine business (Mowle and Merrilees, 2005) Case studies of eight wineries in Australia Common factors in branding? Producing a premium product Conveying an image of quality Using a name and symbol Forming business relationships and networks
  12. 12. Participating in regional events, festivals and shows Providing friendly service at the cellar door Three of the wineries were found to implement product-driven branding The remaining five were found to implement marketing-driven branding
  13. 13. Product- Product-driven Marketing- Marketing-driven Focus on the cellar Focus on the cellar door being on the door on an wine experience Personal approach – A greater emphasis where visitors can on marketing and meet the promotion winemaker Extending the A limited amount of product range to marketing and merchandise promotion
  14. 14. It would be wrong to suggest that one approach is better than the other There is an inter-dependency between the functional and the symbolic properties of branding Much will depend on how you wish to position your brand vis-à-vis the competitive brands in the sector
  15. 15. Avoid adopting too prescriptive an approach to branding: the role of branding will vary considerably Set the building and management of your brand as being high on your list of priorities – critical role her for the owner-manager In many cases, the owner is the brand! Examine the possibility if linking your brand to another stronger brand – co-branding
  16. 16. Is your brand more important and better known than your company name? If yes, then consider changing the name to that of the brand Focus on one brand to maximise your spend (certainly when working with limited resources) Focus on one or two central features that reinforce what your values are all about and that address customer needs and requirements
  17. 17. Work closely on achieving consistency and originality across logos, packaging, labels and so on Aim to achieve consistency across your marketing communications Encourage passion for the brand Focus – particularly for service-oriented products on the customer experience.
  18. 18. Linkages Marketing works projects Consultancy Dissertations