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Corporate brands building of SMEs in B 2 B environment in UK - Dissertation Example

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Corporate brands building of SMEs in B 2 B environment in UK

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 ...Show more

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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…
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