Achieve Company Growth Using Strategic Brand Management Process

Ab Hamid, Umi Khalsum (2014) Achieve Company Growth Using Strategic Brand Management Process. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Brand management in small to medium-sized enterprises (SMEs) is an area of study in its early stages. Therefore, considerable has been published about brand management in general, all theory and case studies are based only on multinationals company. Brand management has developed as one of the strategy to give positive impact towards business performance. Effective brand management allows the price of the product to go up and build loyal customers through strong brand awareness of the brand and positive brand associations and images. In order to build a strong brand in SMEs companies there are consist four process known as; identify and establish brand positioning; plan and implement brand marketing programs; measure and interpret brand performance; grow and sustain brand equity. This study is conducted for the purpose of assessing the strategic brand management process contributes towards business performance. A sample of 145 respondents comprises top management and manager in food industries was surveyed using a structured questionnaire as an instrument. The result shows that there is a positive impact of strategic brand management process to the company growth.

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