Published in: Absatzwirtschaft – Marken 2007
Authors: Dr. Oliver Nickel und Kai Lockermann

There is no doubt that successful brand management in today’s performance and competitive oriented time is not easy, especially for SMEs that do not posses the millions from a large corporation to invest in advertising or product development. The classical laws of branding applies to large or small companies and it is quite possible for a medium-sized company to get off the ground, find its place and maintain it. Thereby it’s important to keep some success drivers in mind when one wants to effectively retrieve their “SME brand potential”.
For more information please contact Anne-Kathrin Kirchhof

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