Understanding Interactive Network Branding in SME Firms

Introducing the innovative concept of Interactive Network Branding (INB), this book offers academics and professionals a theoretical framework, alongside practical examples, to develop INB in the context of small and medium-sized enterprises (SMEs).

Format: Hardback
Length: 176 pages
Publication date: 12 November 2019
Publisher: Emerald Publishing Limited

The innovative concept of Interactive Network Branding (INB) is explored in this comprehensive book, designed to provide both academics and professionals with a theoretical framework and practical examples for developing INB within the context of small and medium-sized enterprises (SMEs). By combining a business network approach with contemporary corporate branding research, a wide range of topics are covered, including:

Strategizing in SME networks: Understanding the dynamics and opportunities of SME networks, including the formation, management, and collaboration of businesses.

Market management: Analyzing the strategies and techniques used by SMEs to navigate and succeed in their market environments, including market analysis, competitor analysis, and market segmentation.

Corporate identity: Exploring the development and management of a strong corporate identity that resonates with stakeholders and promotes brand recognition and loyalty.

Corporate reputation: Examining the role of corporate reputation in shaping stakeholder perceptions and influencing business outcomes, including reputation management strategies and crisis communication.

Human-to-human (H2H) interactions: Recognizing the importance of human interactions and relationships in SMEs, including the role of employees, customers, and partners in building and sustaining brand value.

This diverse range of perspectives, spanning from business networks to corporate branding, highlights the latest trends in both business marketing and organizational research while emphasizing the significant role of human actors in SMEs. By examining successful cases of INB and analyzing cases where branding has gone wrong, Understanding Interactive Network Branding in SME Firms offers valuable guidelines for researchers in marketing theory and practitioners working in SME firms to develop their branding models and processes in fast-changing business environments.

Weight: 382g
Dimension: 232 x 161 x 14 (mm)
ISBN-13: 9781789739787