Corporate Branding in SMEs: Concepts and Challenges

Year 2023, , 320 - 342, 30.09.2023

Serap Sarp , Selcuk Uygur

https://doi.org/10.54733/smar.1361588

Abstract

This research aims to explore how SMEs define the concept of corporate branding, identify the barriers to becoming corporate brand owners, and understand branding within the SME context. The literature emphasizes the importance of having a corporate brand, as it provides businesses with a competitive advantage. However, it is noted that corporate branding research in the literature has predominantly focused on large enterprises, neglecting SMEs. Considering the significant global economic role played by SMEs, it is anticipated that corporate branding can yield long-term benefits for them. Hence, the purpose of this study is to gain a better understanding of corporate branding in SMEs and bridge this gap in the literature. The findings of the research reveal that SME owners and managers play a substantial role in defining and developing corporate branding within SMEs. It is evident that the character of these individuals significantly influences corporate culture and identity. The study was conducted through semi-structured interviews with 15 SME owners or managers from various sectors in Kayseri, Turkey. Data were analyzed using the thematic analysis method, resulting in five main themes: the concept of corporate branding, the entrepreneurial brand, product/service branding, barriers to becoming a corporate brand owner, and success. In conclusion, this research highlights the importance of SMEs in establishing corporate branding and underscores the pivotal role of business owners/managers in this process. It is believed that this study can provide guidance to businesses seeking to better comprehend and enhance the process of corporate branding for SMEs.

Keywords

corporate brand, SME, SME performance, brand management

Ethical Statement

I affirm that all information presented in this thesis adheres to academic rules and ethical standards, with approval from Brunel University London's Research Ethics Committee.

Supporting Institution

Brunel University London

Project Number

3480-LR-Aug/2016- 3683-3

Thanks

I am profoundly grateful to Professor Mustafa Ozbilgin for his outstanding support.

KOBİ'lerde Kurumsal Markalama: Kavramlar ve Engeller

Abstract

Bu araştırmada KOBİ’lerin kurumsal marka kavramını nasıl tanımlandığı, kurumsal marka sahibi olmalarının önündeki engeller ve KOBİ’lerde marka anlayışı keşfedilmeye çalışılmıştır. Kurumsal marka sahibi olmanın işletmeler için rekabet avantajı sağladığı ve birçok pazar avantajını beraberinde getirdiği literatürde vurgulanmıştır. Ancak, literatürdeki kurumsal marka araştırmalarının büyük işletmelere odaklandığı ve KOBİ'leri göz ardı ettiği görülmüştür. KOBİ'lerin dünya genelinde önemli bir ekonomik rol oynadığı göz önüne alındığında kurumsal marka oluşturmanın onlar için de uzun vadede faydalar saylayacağı öngörüldü. Bu nedenle, bu çalışmanın amacı KOBİ'lerin kurumsal marka oluşturmasını daha iyi anlamak ve literatürdeki bu boşluğu doldurmaktır. Araştırmadan elde edilen bulgulara göre KOBİ'lerde kurumsal markayı tanımlama ve geliştirmede işletme sahipleri ve yöneticilerinin rolünün büyük olduğunu ve bu kişilerin karakterinin kurumsal kültür ve kurumsal kimliği üzerinde etkili olduğunu ortaya çıkmıştır. Çalışma Türkiye'nin Kayseri şehrinde farklı sektörlerden 15 KOBİ sahibi veya yöneticisi ile yarı yapılandırılmış mülakatlar kullanarak gerçekleştirilmiştir. Veriler tematik analiz yöntemi ile incelenmiş ve beş ana tema belirlenmiştir: kurumsal marka kavramı, girişimci markası, ürün/hizmet markası, kurumsal marka sahibi olmanın önündeki engeller ve başarı. Sonuç olarak, bu araştırma KOBİ'lerin kurumsal marka oluşturmasının önemini ve işletme sahipleri/yöneticilerinin bu süreçteki kilit rolünü vurgulamaktadır. Bu çalışmanın KOBİ'ler için kurumsal marka oluşturma sürecini daha iyi anlamak ve geliştirmek isteyen işletmelere rehberlik edebileceği düşünülmektedir.

Keywords

kurumsal marka, KOBİ’ler, KOBİ performansı, marka yönetimi

Project Number

3480-LR-Aug/2016- 3683-3

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