One of the most valuable assets of a company is corporate branding. Consumers need to believe in brand and put their trust in it. Furthermore, the importance of corporate brands increases in corporate marketing and small industries. These industries rely on few investors and customers. Since the revenue is low compared to bigger MNCs (Multinational Corporations) they need to build their corporate brand in order to remain trustworthy and thrive in the market (Inskip, 2004). There are various factors which can be attributed towards the importance of corporate branding. Corporate branding provides an identity to the business; logo and slogans becomes the face of a business and a representation of the business’s image (Bernstein, 2003). Strategic corporate branding also means better customer relationship and increased trustworthiness. Apart from that, strong corporate brands also come across as polished, professional and successful entities. It sends signs of high value and quality. SMEs provide employment opportunities as well as drive competition and innovation in many sectors. Also known as micro enterprise, these SMEs are growing in a fast pace in United Kingdom. According to reports by Federation of Small Businesses (2012), the average number of businesses in UK has crossed 5 million markets and out of them around 99.9 percent are SMEs. SMEs have been employing more than 14 million people and the combined turnover for the year 2012 was 1500 billion Euros. From the above statistics it is clear that SMEs have been playing an important role in overall business environment in United Kingdom.Thus, they are the backbone of economy in United Kingdom. Thus, it is extremely important that the steady growth of the businesses is maintained. The influence of internal and external forces is much more pronounced in SMEs compared to bigger companies (Davies and Chun, 2002). These include customer markets, business infrastructure and company characteristics. However, in case of small companies the influence of business managers is much more than bigger organizations. Similarly, the distribution of finances, external shareholder categories and investor management are different in small and bigger enterprises. Small enterprises work as a much closer environment. Thus, it can be said that the policies and marketing campaigns followed by bigger organization might not work for SMEs brand building (Berthon, Ewing and Napoli, 2008). Comparing with consumers, B2B companies have their own decision making process and purchasing habits. In terms of their purchasing decisions which are depended on facts and needs, the world of B2B products is seen as more complex.The reason why B2B companies prefer to corporate brands rather product brands and the dynamic environments (competitive advantages and product innovations) will be discussed. This makes an interesting and insightful topic for further research and development. Chapter 2: Outline of the Research Problem The research deals with marketing and brand building of corporate SMEs in B2B
Corporate brands buildings of SMEs in B2B environment in UK Contents Chapter 1: Introduction 3 Chapter 2: Outline of the Research Problem 4 2.1. Research Objective 4 Chapter 3: Research Methods 5 Chapter 4: Critical Reflection 6 Chapter 5: Literature review 7 5.1SMEs 7 5.1.1Definition of SMEs 7 5.1.2 Characteristic of SMEs 7 5.2 Corporate brands building 9 5.2.1From product branding to corporate branding 9 5.2.2 Defining corporate brands and their benefits 10 5.2.3 Branding in different environments 12 5.2.4 Corporate brand building 17 Chapter 6: Analysis and Critical Discussion 19 Chapter 7: Conclusion 24 Chapter 8: Learning Statement 25 Reference List 27 Chapter 1: Introduction Branding has…
The objectives of the study are to understand what strategic management is about; under what circumstances knowledge transfer occurs within a strategically managed organization; how strategic management can foster knowledge transfer in an organization and how important strategic management is for knowledge transfer within an organization.
Likewise, different methodologies are used in different social sciences. The social sciences include geography. Traditionally, there are no quantitative studies in the humanities are increasing their use of the most effective methodologies in statistical research (Triola, 2009).
The author of this paper states that the key concept of this dissertation is to find the link between leadership and financial goal setting of top SMEs in the UK. There are some SMEs that at the start never thought of generating profit but just want to give high emphasis on how to make their human resource happy and satisfied.
The essence of corporate governance lies in the separation of ownership and control. The shareholders of a firm bestow the responsibilities to control and administer the firm on the board of directors. The managers while running the company have the informational advantage, which the shareholders do not have.
One manager each from the two organisations was interviewed and 20 employees, 10 from each of the two organisations participated in two focus group discussions. The research found that both the SMEs outsourced their payroll management and the service organisation also outsourced its training activities as well.
Zou,D. Jin, L. (2010),"Exploiting the goldmine: a lifestyle analysis of affluent Chinese consumers", Journal of Consumer Marketing, Vol. 27 Iss: 7 pp. 615 – 628. Journal Article 26 Jap, W. 2010. Confucius Face Culture on Chinese Consumer Consumption Values toward Global Brands.
The Impact 14 2.3. Some Observations 17 Summary 18 Chapter 3 Research Methodology 19 3.0 Introduction 20 3.1. Research Approach 20 3.2. Research Design 21 3.3. Data Collection 21 3.3.1. Secondary Data 21 3.3.2. Primary Data 21 3.4. Validity and Reliability 24 Chapter 4 Findings and Discussions 26 4.0.
B & Q is a part of the DIY sector, which experienced a period of vigorous market growth from1996-1999, was mainly due to upturn in house sales. In volume terms, the market grew by a total of 56.8% from 1995 to 1999. Many services offered as well as the values by which consumers judge a brand and retail in their purchase decisions are intangible.
The Researcher has been assigned to study and make a report on the compliance of the Social and Environmental obligations of the Company, Royal Dutch Shell Plc (Shell), as there are vehement criticisms from all the quarters that the Company has miserably failed in meeting the Social and Environmental objectives not only in UK.
15 pages (3750 words)Dissertation
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