The Value of Branding for Entrepreneurs – A look into Finnish SMEs and their branding
Loading...
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
2021
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
30 + 2
Series
Abstract
Objectives The main objective of this study was to gain further understanding of branding in Finnish Small- and Medium-Sized Enterprises through qualitative research. This was done with the help of three research questions regarding the perception, ways and reasons of branding in the case companies. Summary The relevant literature was first reviewed, and a conceptual framework was constructed. Semi-structured interviews were used to obtain relevant results, which were then coded and analyzed to recognize patterns and themes. An interest was placed on the personal opinions of the interviewees, as well as any differences or similarities in attitudes towards branding among the interviewees. Conclusions It was found that the perception, ways and reasons of branding all intertwined strongly: when branding was perceived important, the reasons were deeply rooted into the core values and functions of the SME. On the other hand, when branding was given less significance, the core values of the company consisted of other variables which were placed higher than branding in the priorities. In addition, the owner-manager was found to strongly connect to the corporate culture.Description
Thesis advisor
Rannikko, HeikkiKeywords
branding, SMEs, entrepreneurship, Finland