Marketing for Entrepreneurs and SMEs
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Marketing for Entrepreneurs and SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.
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Chapter 11: Branding in SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich


One day I was working in my office and I received a call. The caller presented himself as a biologist starting a new venture, and said that he needed my marketing expertise. It would take just five minutes of my time to help him clear up something related to the brand they are implementing. I accepted and he started describing their situation. ‘We started a venture that would grow flowers. Since many flowers are imported in our country, we were sure that a brand “Grown in Spain” should have a competitive advantage. Basically, we now have a brand, but we want to protect it. I have already visited the Intellectual Property Office and they asked me what I want to protect; a name, logo or slogan, on which markets and what is actually behind the brand. I became a little bit confused on how to structure the idea behind my brand. I am sure we have a good brand. So I need just a few minutes of your time to clear up these things’.

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