Branding as a Key Success Factor for SMEs - Research Proposal Example

Hew & Loi (2004) suggest the contrary, that branding should be based on the company policy and that a successful brand-name cannot be ‘created’ but rather is bestowed upon a ‘successful company’. A case Study compilation by Matt Haig (2005) points out numerous reasons for the success and failures of various brand names, through which the author had even compiled a list about why and how some branding strategies fail. Numerous researches have revealed quite distinctive results; some have even suggested that branding has got little to do with the success of an enterprise and that it is the success of the enterprise which shall craft a brand-name; which is exactly what this dissertation intends to prove wrong.

We shall establish the advantages of proper branding and how a good brand-name can make the rest of the marketing quite easier for the company. The prime aim is ‘To establish the importance of branding, specifically for SMEs’. Secondary objectives of the research would include: What makes a successful brand? Why a brand-name must be ‘created’? Advantages of branding. How to establish a brand. Importance of branding to other aspects of the business such as marketing, HR, and administration.

At the outset, this dissertation shall compile the secondary research data within the Literature review segment; after which the chosen primary research methodologies which are: Case Studies, quantitative questionnaire analysis, and unstructured qualitative interviews would be conducted. Once the primary and secondary research data has been accumulated, it would be contrasted within the Findings and Discussions segment in order to reach a valid conclusion. The primary focus would be on Qualitative analysis with the Case Study methodology leading the pact.