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dc.contributor.advisorMoncrief, William
dc.contributor.authorMcKay, Brianna
dc.date2014-05-05
dc.date.accessioned2015-01-07T18:42:31Z
dc.date.available2015-01-07T18:42:31Z
dc.date.issued2014
dc.identifier208en_US
dc.identifier.urihttps://repository.tcu.edu/handle/116099117/7210
dc.description.abstractThis thesis examined the importance of branding, specifically for small-medium sized enterprises (SMEs). For the purposes of this thesis, five local advertising agencies were interviewed in order to gain a better understanding of how SMEs can successfully brand their corporation. These interviews focused on the agencies and how they have developed their personal brand, as well as, how they would develop the brand of their clients. From every question asked throughout the interviews, there were one or two key takeaways that can help an SME when it comes to branding their company. Each key takeaway -- the why and the where, consistency, integration of the vision, knowing when to make a change, finding the gap, and important things to remember -- is derived from a common theme in the answers given by the executives interviewed. Even though it may be harder for SMEs to survive in the marketplace (Rode and Vallaster, 2005) if they utilize these key takeaways they will be able to build a stronger brand and will be more likely to survive.
dc.titleHow to Strategically Build a Brand for a Small - Medium Sized Enterprise: A Case Study of Advertising Agencies
etd.degree.departmentMarketing
local.collegeNeeley School of Business
local.collegeJohn V. Roach Honors College
local.departmentMarketing


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