A framework for SME retail branding

Abstract

It has become increasingly important for small to medium sized enterprise (SME) retailers to stand out in the current marketplace. Branding in SMEs is a growing area of academic interest, although the majority of studies have been based in the manufacturing sector. This study seeks to develop a framework of the characteristics, processes and dynamics of SME retailers. A qualitative research study was carried out with SME owner managers (OMs) over a period of 15 months. The findings extend the understanding of branding in SMEs in a number of ways. Firstly, it is found that SME retailers take a cautious approach to brand management, seeking to build loyalty, networks and relationships. Secondly, the holistic nature of SME retail branding presents a challenge to OMs who are resource-constrained. Thirdly, the soft, colloquial and intuitive approaches to brand equity appraisal are evident. Brand marketing is focused on word of mouth, which has implications for how OMs operationalise the brand around store experiences. Finally, the influence of the OM on branding decisions is clear. The key findings are discussed in relation to the retail context of the study, the centricity of the OMs in SME branding and entrepreneurial brand management.

Keywords:

• SME marketing
• SME brand management
• retail branding
• owner manager

Additional information

Notes on contributors

Richard Mitchell

Richard Mitchell is a lecturer in marketing in the Department of Marketing, Entrepreneurship and Strategy, University of Ulster. He holds a Ph.D. from the University of Ulster. After nine years of industry experience, occupying various capacities within the retail industry, his research interests lie at the SME marketing interface, especially SME brand management. Previously, he was Course Leader on the BSc Retail Marketing and BSc Retail Management programmes at the University of Brighton. He has presented his research at a number of national and international conferences and published papers in the area of SME branding in journals such as the International Journal of Retail and Distribution Management and the Journal of Marketing Management.

Karise Hutchinson

Karise Hutchinson is Head of Department in the Department of Business, Retail and Financial Services, Ulster Business School, University of Ulster. She holds a Ph.D. from the University of Ulster. The overall focus of her research is the retail industry and small and medium sized enterprises (SMEs). Most recent research has focused on rural retailing, branding and supplier relationships. Her work has been presented at international conferences and published in journals such as the Journal of International Marketing, Journal of Marketing Management, the International Marketing Review, International Review of Retail, Distribution and Consumer Research and the Journal of Small Enterprise and Development.

Barry Quinn

Barry Quinn is Professor of Retail Marketing in the Department of Marketing, Entrepreneurship and Strategy, Ulster Business School, University of Ulster, Northern Ireland. Professor Quinn is also Head of Research Graduate School in the Ulster Business School, University of Ulster. He received his Ph.D. from the University of Ulster on the internationalisation of retailing. His areas of expertise include internationalisation, SME innovation and retail marketing. He has published widely in journals such as Journal of International Marketing, International Marketing Review, International Journal of Retail and Distribution Management, European Journal of Marketing and the Journal of Strategic Marketing.

Audrey Gilmore

Audrey Gilmore is Professor of Services Marketing in the Department of Business, Retail and Financial Services at the University of Ulster. Her teaching and research interests are in service marketing and management, SME marketing and qualitative research methodologies. She has published in a variety of international journals and written three books on these themes. She was co-editor of the European Journal of Marketing for 14 years and is a member of editorial boards for a number of marketing and small business journals. Currently she is the Academy of Marketing’s (UK) Regional Chair for Ireland, the Academy of Marketing’s Special Interest Group (SIG) Co-ordinator, and an active member and contributor to the UIC/AMA Marketing and Entrepreneurship Interface Group (USA).