Trademark As The Marketing Tools To Enhance Small And Medium Enterprise (SME) Image

Jeffri, Nurain Syafinaz (2016) Trademark As The Marketing Tools To Enhance Small And Medium Enterprise (SME) Image. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Trademark is used as a marketing tool to enable customers in recognizing the product of a particular trader (Intellectual Property Corporation of Malaysia (MyIPO), 2015). In this study, trademark is important as the brand identification to enhance small and medium enterprise (SME) image. Small and medium enterprise (SME) are an important contributor to the development of Malaysia with 97.3% (645,136) business establishments in the country are small and medium enterprise (SME) (Department of Statistics Malaysia, 2014). The objectives of this study are (1) to identify the effectiveness of the trademark as the marketing tools, (2) to study the factors to use the trademark as the marketing, and (3) to suggest the strategies to use the trademark as the marketing tools. The effectiveness of trademark as the marketing tools such as brand identity, brand loyalty and brand image. Meanwhile the factors to use the trademark as the marketing tools such as brand as product, brand as organization and brand as symbol. The effective strategy to use the trademark as the marketing tools is word-of-mouth strategy. This study used explanatory research design with qualitative research method by in-depth interview with semi-structured interview questionnaire. Four respondents in the middle level manager of Small and Medium Enterprise (SME) are chosen to get in-depth information about trademark.

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