Brunel Business School Doctoral Symposium, London, United Kingdom, 1 - 02 March 2016, pp.1-9
Corporate branding is a developing notion in order to obtain competitive advantage of a company, ensuring stakeholders` satisfaction and loyalty and brings high profit. A strong corporate brand provides increase in public profile, customer attractiveness, product support, visual recognition, investor confidence, encapsulating organizational values, and staff motivation. Although SMEs represent the ninety percent of Europe’s economy, corporate branding is considered mostly for big multinational companies and SMEs are mainly focused on daily operations with tactical approach. However, corporate branding provides sustainable differentiation and market growth for all companies regardless of their size. Therefore, this study aim to address corporate brand building process for SMEs and its impact on their corporate brand equity. The theoretical and practical implications of the study include the filling the literature gap for corporate branding in the SME context and improving the managers and owners of SMEs on their understanding about practices of corporate branding and its affect on corporate brand equity in their enterprises.
Keywords: Corporate Branding, SMEs, Corporate Brand Equity