Can Small to Medium Businesses Grow Brand Equity in Established Consumer Markets
Established consumer markets tend to have dominant brands that are top of mind for consumer awareness and preference. These brands have the substantive advantage and are often able to charge higher prices and/or sell more than their competitors. This study explores the plight of small to medium businesses (SMBs) seeking to develop top of mind awareness and preference amongst a group of consumers in that marketplace. SMBs employ marketing activities to grow their brand but usually via less costly and more targeted strategies than large dominant brands. Does this work? Assuming that all organisations are maximising the effectiveness of their marketing activities - can the brand equity of a SMB grow at the same or faster rate than a large organisation? A study was carried out using government data for all organisations within one service industry in Australia. The study found that over a three-year period, similarly sized organisations grew brand equity at substantively different rates. Even for small and very small organisations, this illustrates opportunity to grow brand equity at above average rates.
brand equity small to medium business
Graham Ferguson
Curtin University, Australia
国际会议
杭州
英文
517-521
2011-10-15（万方平台首次上网日期，不代表论文的发表时间）