The Role of Branding in SMEs: Different Perspective on the Market

摘要: This paper examines the role of branding among Slovenian small and medium sized enterprises (SMEs) attitude entrepreneurs to strategy. The term “branding” is usually dominated by big global businesses which operate on world mostly consumer markets build their competitive strategies powerful branding. Also in academic research literature textbook, efficient brands are frequently mentioned, particularly connection with large companies. However, also SME nurture own specific approach development although these processes may not be a conscious level thinking. Many SMEs facing dilemmas connected investing money, time, energy change established practice, undertake strategic brand management. Based extensive survey researchers’ experience, questionnaire was developed measure SMEs. A random sample companies at least five employees purpose eliminate micro for issue that relevant enabled significance allows generalization results. By using descriptive statistics cluster analysis, we were able determine use position management within orientation context researched An important result study classification system SMEs, regard market future perspective. participating categorized into following four groups (clusters): (1) ignorant, (2) users, (3) low-cost producers, (4) differentiation producers. ignorant predominantly serving only local no ambition any growth. users early growth entirely aware potential consistent generic strategy refined yet. producers already utilize backup chosen core orientation. While first two tend more passive, last pursue proactive main finding therefore an empirical confirmation theoretical stand should sole-standing business function but merely embedded company following.