HOW DO THE BRAND-ORIENTED SMEs COMMUNICATE?

Abstract

Brand development has become an essential strategy in delivering messages of the brand. It is synonymous with a brand-oriented company but not SMEs. Lack of resource awareness has influenced SMEs to ignore the potential of internal resources and focus more on financial in carrying out branding activities. This is in contrast with the brand-oriented company where they had utilising their internal brand resources to maximise communication activities. Besides the communication strategy, companies also communicate through branding strategy by adopting brand resources as medium and message. The communication process occurs in conjunction with the ongoing branding strategy. These approaches had given an option to SMEs to focus on internal resources and not relying on financial solely. Further empirical research also recommended.