Brand, organization identity and reputation: SMEs as expressive organizations

Abstract

PurposeThe purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that distinguish successful entrepreneurs and small to medium‐sized enterprises (SMEs) from their larger counterparts. These distinguishing factors provide the building blocks for a theoretical (resource‐based view) model for demonstrating the pivotal role of brand, organizational identity (OI), and reputation building for large enterprises and small businesses in knowledge economies.Design/methodology/approachTo explore (theoretically) and explain (empirically) observed reality through qualitative investigation. This approach conceptualises and explains reality, and puts forward empirical findings as representations of theoretically postulated relationships between entrepreneurial success and brand/OI/reputation. The primary data are from in‐depth interviews with a sample of firms located in Staffordshire/West‐Midlands/regions, UK.FindingsSuggest that branding and reputation building are key resources, which allow an organization to be successful over an extended period of time. In terms of research design and methods, we found that an interdisciplinary approach is important in further exploration of the nexus between brand/organization identity/reputation and entrepreneurship. Because they are fuzzy concepts loaded with meaning and interpretations, they are explored better through qualitative data in the first instance. These findings are germane for paradigmatic development to distil the ideas, explanations and the reality that binds the concepts (brand/organization identity/reputation).Originality/valueThis work is original and innovative because it goes beyond inductively derived “theory” to an unswerving location of brand, OI, and reputation within commensurable theory at the heart of successful market strategy for SME organizations. Supporting empirical observations, development of coherent conceptual framework and theoretical rigour mark out this work as beyond those identified within previous studies.

Corporate heritage identity stewardship: a corporate marketing perspective

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Internal Branding and the Competitive Performance of Private Universities in Ghana

“…The intensity of competition in many industries has compelled firms to seek for new sources of competitive advantage from their available resources (Abimbola & Kocak, 2007). The assertion by Porter (1995) is strengthened by Keller (1993), who also indicated that firms endeavour to gain a sustained competitive advantage so as to earn profits in both the short and long terms.…”

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Exploring brand identity and entrepreneurship as drivers of small specialist retailer internationalisation: a German case study

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