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Strategy of Transition Branding for SMEs and A Company Implementation (A Qualitative Study)

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  • Özlem Güleryüz

    (Dokuz Eylül University)

  • Asım Günal Önce

    (Dokuz Eylül University)

Abstract

Branding has become more important today in all fields. SMEs has also accelerated its branding in order to survive global competition. The difference is important to be created in all fields. SMEs win a special place in the eyes of the customer and provide image by branding. Another benefit of branding is price control. Branding is a strategic process and should be planned. In the long term, and continuity that results from this process should be supported by brand vision and organizational culture. Processes must be managed well, steps should be followed carefully. To create and tell the difference play a key role in this frame. For all these reasons, SMEs should start to brand trip and speed should be continued without stopping. The aim of this study which is a guide for SMEs in the brand journey, is to present branding journey as a flow chart and a successful example of how the application is finalized.

Suggested Citation

  • Özlem Güleryüz & Asım Günal Önce, 2016. "Strategy of Transition Branding for SMEs and A Company Implementation (A Qualitative Study)," Eurasian Business & Economics Journal, Eurasian Academy Of Sciences, vol. 2(02), pages 401-415, February.
    • Handle: RePEc:eas:buseco:v:02:y:2016:i:02:p:401-415
    DOI: 10.17740/eas.econ.2016-MSEMP-79
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