With a view to identify the importance of branding in small and medium sized enterprises, this article focuses on extensive literature review and various case studies of small establishments of India. The concept of branding is synonymous with the big firms as it facilitates to create a differential image in a cluttered market. A small and tiny enterprise is expected to develop their own identity in their own sphere with the help of suitable branding strategies to make a noticeable difference in a competitive scenario. The success and survival of any organization, be it small or large, greatly depends on well planned branding strategy because brand building process is the conglomeration of corporate mission, product, price, distribution, promotion, positioning, competition, target market, production process and quality maintenance related decisions. This study attempts to analyse the cases of small enterprises in the light of brand building and its contribution to their long term survival. A conceptual model of branding has been proposed in this article which is to be followed by tiny and small business firms to grow further and to secure a competitive position in the long run.
Branding, Small and medium sized organisation
