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The role of branding SME start ups
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613613538148352 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23351 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:38:55.836Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23351 The role of branding SME start ups Kleyn, Nicola upetd@up.ac.za Carvolho, Ricardo Paulo UCTD Branding Dissertation (MBA)--University of Pretoria, 2010. Brands play an integral role in differentiating one company’s product or service from that of another. Brands are normally associated with big business however, brands are also critically important in small to medium enterprises (SME’s). SME’s play an important role in stimulating economic growth, job creation, poverty alleviation and the general improvement of living standards. The objective of this report was to gain a better understanding of what role branding plays during a SME’s start-up phase. The researcher’s objective was to answer four research questions by conducting in-depth face-to-face interviews with ten entrepreneurs. Research findings pointed out the impact and benefits of using network marketing. Respondents indicated that networking was the most prominent and effective means to create brand awareness, especially during the SME’s start-up phase. Word of mouth was also found to be an important component in the creation and establishment of a SME’s brand. Financing was shown to be a key prohibitor to brand establishment, respondents were unclear on the cost to benefit ration of investing in their brand. Lastly, results reflected the key role played by the entrepreneur in establishing the SME brand. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T15:08:26Z 2010-06-16 2013-09-06T15:08:26Z 2008-04-01 2010-06-16 2010-03-20 Dissertation Carvolho, RPG 2007, The role of branding in SME start-ups, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23351 > G10/125/ag http://hdl.handle.net/2263/23351 http://upetd.up.ac.za/thesis/available/etd-03202010-181051/ © 2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Branding The role of branding SME start ups |
| title | The role of branding SME start ups |
| title_full | The role of branding SME start ups |
| title_fullStr | The role of branding SME start ups |
| title_full_unstemmed | The role of branding SME start ups |
| title_short | The role of branding SME start ups |
| title_sort | role of branding sme start ups |
| topic | UCTD Branding |
| url | http://hdl.handle.net/2263/23351 http://upetd.up.ac.za/thesis/available/etd-03202010-181051/ |