E-brand management in Indian SMEs : a strategic perspective

Abstract

The intense competitive environment combined with discerning consumers and variedattention span persuades brands to be outstanding and distinct. A strong brand develops anemotional connect amongst organisations and customers by generating substantial value, so itis imperative that strong brands integrate digitalisation into their strategy. The digitalisationadopts the combination of electronic branding and online marketing to develop a brand overwide range of digital venues consisting of internet-based applications and online mediacontent.The research explores electronic brand (E-brand) management in the context of Small andMedium Enterprises (SMEs). The literatures in the domains of SME branding and Ebranding from a strategic perspective are under investigated areas, with a focus of extantliterature being devoted to studies from the customer perspective. Hence this study reports anexploratory study which enables a consideration of wider perspectives on E- branding.The study argues that SME branding activities are influenced by owner-managers, resourceconstraints, and online networking. The research considers conceptualisations on E- brandingfrom the perspectives of owners/managers, including the success components and thechallenges faced by the SMEs in managing E- brands.Drawing upon the interpretivist research tradition, the study adopts interview with the OwnerManager of ten SMEs in the Hospitality sector located in Kerala; a coastal state in southernIndia. The study contributes to academic knowledge and practice, most significantly in thedevelopment of E-brands for SMEs. The research not only adds to the scant research in thedomains of branding and E-branding in SMEs but indicates possibilities for further researchand future of E- brands in the SMEs