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<p>Branding is of strategic importance for the competitive advantage of small- and medium-sized enterprises (SMEs) as a strong brand attracts customers, investors and talent. Accordingly, the literature on SME branding has increased in recent years, and various studies have demonstrated its impact on sales and the financial performance of SMEs. However, an in-depth analysis of the branding <i>process</i> and contribution of <i>digital technologies</i> and channels has not yet been carried out systematically. In this study, we close this research gap by conducting a systematic literature review of empirical studies published between 2012 and 2023. Based on a conceptual framework, we identified and synthesised 63 studies along four core elements of the branding process: <i>brand orientation, brand identity, brand marketing,</i> and <i>brand performance</i>. In doing so, we not only contribute an overview of the current state of research in this emerging field, but we also provide a deeper understanding of <i>how</i> SMEs can build a strong brand in a digital world. This study provides a solid foundation for future research and includes practical implications for SME entrepreneurs and managers.</p>

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How small businesses build their brands in a digital world: a systematic review

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年8月26日

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  • Peter Fluhrer,
  • Taiga Brahm

摘要

Branding is of strategic importance for the competitive advantage of small- and medium-sized enterprises (SMEs) as a strong brand attracts customers, investors and talent. Accordingly, the literature on SME branding has increased in recent years, and various studies have demonstrated its impact on sales and the financial performance of SMEs. However, an in-depth analysis of the branding process and contribution of digital technologies and channels has not yet been carried out systematically. In this study, we close this research gap by conducting a systematic literature review of empirical studies published between 2012 and 2023. Based on a conceptual framework, we identified and synthesised 63 studies along four core elements of the branding process: brand orientation, brand identity, brand marketing, and brand performance. In doing so, we not only contribute an overview of the current state of research in this emerging field, but we also provide a deeper understanding of how SMEs can build a strong brand in a digital world. This study provides a solid foundation for future research and includes practical implications for SME entrepreneurs and managers.