Overview
- Offers a foundation to brand management for small to medium-sized businesses
- Explores various communication channels and strategies to effectively convey brand message
- Features online PowerPoint sides, test banks, sample syllabi, sample student project for instructors
- Guides the diagnosing of causes of underperformance and analytical tools for strategy development
Part of the book series: Classroom Companion: Business (CCB)
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About this book
With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products. Therefore, effective brand management is dependent upon the business growing its brand into a strong brand. This comprehensive textbook helps students to navigate the dynamic world of branding for small and medium sized enterprises. It provides a strong conceptual and analytical foundation to brand management that can be applied to small business. It also addresses the unique challenges and opportunities that small businesses face in establishing, nurturing, and leveraging their brands for long-term success.
Each chapter features learning objectives, vignettes, key terms, chapter discussion questions, and mini cases. To assist in teaching from this text, PowerPoint sides, test banks, sample syllabi, and sample student projects are available to professors and lecturers online.
Written in a direct, accessible style for easy learning and understanding complex concepts and ideas, this book is ideal for advanced undergraduate and graduate course work as well as small to medium-sized business professionals.
Keywords
- Brand management
- small business marketing
- Electronic Data Interface (EDI)
- Brand performance
- Customer Risk
- Brand Strength
- Under-funding biases
- Brand remarkability analysis
- Brand Familiarity
Authors and Affiliations
About the author
Walter Wymer is a Professor of Marketing at the Dhillon School of Business, University of Lethbridge, Canada. His scholarly work includes books, scientific journal publications, and presentations at academic conferences. His primary areas of research include nonprofit marketing, social marketing, brand strength/loyalty, and scale development. Secondary areas include history of marketing thought, macromarketing, and corporate social responsibility. He has served in various editorial positions for scholarly journals, including the European Journal of Marketing, Journal of Nonprofit & Public Sector Marketing, International Review of Nonprofit & Public Sector Marketing, Health Marketing Quarterly, Journal of Social Marketing, and the Journal for the Advancement of Marketing Eduction.
Bibliographic Information
Book Title: Strategic Brand Management for Small Businesses
Book Subtitle: Building, Growing, and Sustaining a Brand
Authors: Walter Wymer
Series Title: Classroom Companion: Business
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2025
Hardcover ISBN: 978-3-031-90382-3Due: 06 July 2025
Softcover ISBN: 978-3-031-90385-4Due: 06 July 2026
eBook ISBN: 978-3-031-90383-0Due: 06 July 2025
Series ISSN: 2662-2866
Series E-ISSN: 2662-2874
Edition Number: 1
Number of Pages: X, 263
Number of Illustrations: 15 b/w illustrations, 59 illustrations in colour