Hello investigatorii-ga,
I’ve done a broad-based survey of research available on branding for
small to medium sized businesses. Branding is a very popular business
topic and there is an enormous amount of coverage in the popular
business press as well as a continuing stream of books published every
year. Most of this literature is general and is geared to large
organizations. On the other hand, most of the authors writing about
branding for small to midsize companies also emphasize that the same
principles apply to them as to large organizations.
There is quite a lot of coverage on marketing and branding in the
trade and business press and Web sites geared to small businesses. The
bulk of these articles tend to be advice and “how-to” types of
instructions. This is also true for larger businesses. In addition,
there are some research and survey reports available on recent
developments and trends. There is very little written about this topic
from a theoretical or empirical perspective.
I’ve organized the results of my research under several headings to
help you with analyzing the results and to give you pointers for
further research. Please ask for clarification on any of this if you
need further information.
I wish you success with your doctoral work.
czh
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SMALL BUSINESS BRANDING -- WHITE PAPERS, RESEARCH, ARTICLES
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http://www.brandchannel.com/start.asp
This is an excellent starting point with a wide variety of resources.
http://www.brandchannel.com/sitemap.asp
This is a portal site sponsored by the Interbrand consultant company.
Provides links to directories, books, articles and more. “The world's
only online exchange about branding.” “We are committed to providing a
global perspective on brands, which you may not have heard before and
which will challenge you to think further. A bit less of 'what person
left what company' and a bit more of the important issues that are
affecting brands now and in the future. To further enhance your brand
awareness, we offer a cadre of tools and information including global
listings for conferences, courses and careers, as well as links to
other valuable industry resources.”
http://www.brandchannel.com/features_effect.asp?id=135
Can Small Businesses Sprout Big Brands Edwin Colyer – UK writer
For many small business owners who hear the word "branding," the
temptation to sneer is hard to control.
http://lucia.emeraldinsight.com/vl=18442030/cl=32/nw=1/rpsv/jsbed.htm
JOURNAL OF SMALL BUSINESS AND ENTERPRISE DEVELOPMENT
The Journal of Small Business and Enterprise Development combines
practical relevance-based case studies with high-quality research
articles to provide you with an authoritative and empirical discussion
on the developments surrounding small businesses..
http://lucia.emeraldinsight.com/rpsv/journals/jpbm/jourinfo.htm
JOURNAL OF PRODUCT AND BRAND MANAGEMENT
The Journal of Product & Brand Management aims to publish articles
that enrich the practice of product and brand management while
simultaneously making significant contributions to knowledge of
product and brand issues. All articles appearing in The Journal of
Product & Brand Management are double-blind refereed.
http://www.sullivan-consulting.net/document/branding-basics.pdf
Branding Basics for the Small Business
12 page paper from Sullivan Consulting
Branding is about creating a perceived value that meets the rational
and emotional needs of your target audience. A brand is an unspoken
link between what your business stands for and what your customers
expect.
http://yahoo.bitpipe.com/data/rlist?t=busofit_10_30_28
Yahoo Small Business Center – White Papers and Research Articles
Home > Business Technology > Research Center > Business of Information
Technology > Business Processes > Marketing > Branding
Lists 35 items
http://yahoo.bitpipe.com/data/detail?id=1039536089_37&type=RES&x=1195049443
The Role of Corporate Reputation and Brand in the SMB Market
IDC, Analyst Brief , $3,500.00, 27 Page(s), December 4, 2002
This study is focused on both the role of reputation in the SMB market
and the value of IT vendors' reputation among these companies.
http://www.martzmarketing.com/SmallBizBranding.PDF
Getting Past 3rd Base: The Business Branding Challenge
Due to small business’ ability to create, nurture and sustain
relationships with its customers, small businesses are in an excellent
position to take their brand to the next level. With this
forward-looking, optimistic prognosis, why is it that small businesses
only seem to get to third base? What makes it difficult to make that
special connection with your customer and hit a homerun?
http://www.fastcompany.com/online/10/brandyou.html
The Brand Called You by Tom Peters
Big companies understand the importance of brands. Today, in the Age
of the Individual, you have to be your own brand. Here's what it takes
to be the CEO of Me Inc.
http://www.is4profit.com/busadvice/new_marketing/marketing06.htm
What is branding and is it applicable to smaller businesses?
The down side to branding is the investment needed to build and manage
a brand; often, it's not feasible for small businesses. Nevertheless,
the investment could be worth it if you are prepared and determined to
make a statement about your business and its products.
http://www.business.com/directory/advertising_and_marketing/corporate_branding_and_identity/index.asp?partner=fc
Home > Advertising & Marketing > Corporate Branding & Identity
Variety of articles
http://www.findarticles.com/cf_0/m3514/6_47/66486917/p1/article.jhtml?term=%2B%22small+business%22+%2Bbrand
FindArticles offers a very large database of free articles on many
business topics, including branding.
http://directory.google.com/Top/Business/Small_Business/Marketing/
Business > Small Business > Marketing
http://www.amazon.co.uk/exec/obidos/ASIN/0753505932/ref=pd_sim_b_dp/202-2378713-6899017
IT'S NOT ABOUT SIZE, BIGGER BRANDS FOR SMALLER BUSINESSES
by Paul Dickinson
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GENERAL BRANDING WEB RESOURCES
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http://portal.brint.com/cgi-bin/search.cgi?PA=brand+management
BRINT Research Portal – Brand Management
Very extensive list of resources including consulting companies,
journals, educational institutions, and more.
http://www.warc.com/Information/AboutUs/
The World Advertising Research Center (WARC) is the leading supplier
of intelligence to the global marketing, advertising, media and
research communities. WARC.com is the largest single source of online
intelligence for marketing, advertising, media and research
communities worldwide. The subscription based service gathers together
over 15,000 articles, case studies, research and conference papers
drawn from over 25 international sources and covering all areas of
marketing communications.
http://corporate-branding.com/index.htm
International Corporate Branding & Identity Center
This is a membership organization Web site that provides articles,
discussion forums, publications and other resources for those
interested in corporate branding. See especially the Publications
links to practitioner papers and books.
http://www.allaboutbranding.com/
DNA Design is a New Zealand’s design communications companies that
sponsors this site to reconcile the many and conflicting views of what
constitutes brand and to help clients and others arrive at clearly
defined views of their own brand, how to develop and manage it and how
they would like to see it expressed. The Links resources are
particularly helpful.
http://www.instituteforbrandleadership.org/IBLWelcome.html
This is another portal site. The Resources links are especially
helpful.
http://www.marketingpower.com/live/index.php?
American Marketing Association
http://www.brandweek.com/brandweek/index.jsp
Magazine for brand marketing executives
http://marketingprofs.com/arch/allarticles.asp?w=1
MarketingProfs.com is an online publishing company based in Los
Angeles, California. We specialize in providing both strategic and
tactical marketing know-how to Internet and offline marketing
professionals through a combination of provocative articles and
commentary.
Check out the extensive archives on branding.
http://www.vlerick.be/branding/mission.htm
Brand Management Centre, Vlerick Leuven Gent Management School, Ghent
University
The goal of the Centre is to perform academically valid and
practically relevant research which creates added value for its
partners. In addition to this, the Brand Management Centre wants to
offer a forum platform to its partners where they can exchange
experiences and develop new practical insights with regards to
branding evolutions.
http://www.apmforum.com/emerald/marketing-research-asia.htm
Marketing, Retailing and Branding
An Asia Pacific Management Forum Weekly Research Review
http://www.brandingasia.com/
Branding Asia - articles, research, analysis, reviews & surveys on
marketing & brand strategy in Asia.
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GENERAL BUSINESS PRESS ARTICLES ON BRANDING
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http://www.research-int.com/home.asp
Research International is a global market research firm.”We partner
with clients the world over, giving them the knowledge to make
decisions about businesses and brands, understand people and
anticipate and shape their future. We are experts in the key issues
affecting brands and business today.”
http://www.research-int.com/home_quart.asp
In our latest RIO (Research International Observer) study, Research
International set out to redress this balance by talking to 1500
mainstream consumers in 41 countries. Our basic themes: is there value
in globalness? How should global brand owners strike the right balance
between global reach and local feel, between individualised identity
and membership of a global tribe? If Naomi Klein, the celebrated
author of No Logo, had listened to the consumer voice, would her
message about global brands have been the same?
http://nologo.org/
NoLogo.org is a website based on Naomi Klein's book, No Logo: Taking
Aim at the Brand Bullies (1999).
http://www.fastcompany.com/online/resources/brandurl.html
themes > the internet in business > web branding
How to build a digital brand.
Selection of articles
http://www.fastcompany.com/online/55/brokenbrand.html
Nine Ways to Fix a Broken Brand
The marketing excesses of the past few years left broken pieces
scattered across the branding landscape. As a result, many companies
are left with bogged-down, boring -- even dying and dead -- brands.
Now take a look at your brand: Do you know what's broken? Do you know
how to fix it?
http://www.wellsfargo.com/biz/products/resources/advisor/archives/04bran/04bran.jhtml
Branding--Not Just for Livestock
Branding your business allows you to increase your visibility to
customers and prospects. The right strategy includes a name, logo and
long-term implementation.
http://www.jyanet.com/cap/2001/0316fe0.shtml
Branding your business
Visual identity and Positioning
http://www.fastcompany.com/homepage/
Section on Marketing and Branding provides lots of articles on
up-to-date approaches to branding.
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SEARCH STRATEGY
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Branding in smaller businesses
Branding small business
"white papers" "small business" branding
research branding
"small business" branding strategy
theory "Brand Management" "small business" |
