Title page for ETD etd-03202010-181051


Document Type Master's Dissertation
Author Carvolho, Ricardo Paulo
URN etd-03202010-181051
Document Title The role of branding SME start ups
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms N Kleyn Supervisor
Keywords
  • branding
Date 2008-04-01
Availability unrestricted
Abstract

Brands play an integral role in differentiating one company’s product or service from that of another. Brands are normally associated with big business however, brands are also critically important in small to medium enterprises (SME’s). SME’s play an important role in stimulating economic growth, job creation, poverty alleviation and the general improvement of living standards.

The objective of this report was to gain a better understanding of what role branding plays during a SME’s start-up phase. The researcher’s objective was to answer four research questions by conducting in-depth face-to-face interviews with ten entrepreneurs.

Research findings pointed out the impact and benefits of using network marketing. Respondents indicated that networking was the most prominent and effective means to create brand awareness, especially during the SME’s start-up phase. Word of mouth was also found to be an important component in the creation and establishment of a SME’s brand.

Financing was shown to be a key prohibitor to brand establishment, respondents were unclear on the cost to benefit ration of investing in their brand. Lastly, results reflected the key role played by the entrepreneur in establishing the SME brand.

© 2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Carvolho, RPG 2007, The role of branding in SME start-ups, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03202010-181051/ >

G10/125/ag

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