Abstract

Branding is considered a linchpin to attain sustainable competitive advantage in current global business environment. While a sizable quantum of research work deliberates on determining the constituents of a winning branding strategy, a little attention has been given to the implications of size of an organization in its brand development endeavors. Size is one of the contextual dimensions of organizations which set course of the organizations’ functionality and business strategy. This article reviews the theoretical underpinnings of related paradigms to argue that small and medium enterprises, on account of their size and distinct business processes, endure inherited disadvantages in building brands and therefore require support interventions, like Common Facility Centers and Cluster marketing initiatives, to develop brands and stay competitive in their global competition.

Authors and Affiliations