Corporate brands building of SMEs in B 2 B environment in UK Dissertation

Corporate brands building of SMEs in B 2 B environment in UK - Dissertation Example genius of the most valuable assets of a company is corporate branding. Consumers need to believe in brand and put their trust in it. Furthermore, the importance of corporate brands increases in corporate selling and small industries. These industries rely on few investors and customers. Since the revenue is low comp bed to bigger MNCs (Multinational Corporations) they need to build their corporate brand in crop to remain trustworthy and thrive in the market (Inskip, 2004). There are various factors which can be attributed towards the importance of corporate branding. Corporate branding provides an individuality to the business logo and slogans becomes the face of a business and a representation of the businesss image (Bernstein, 2003). Strategic corporate branding also substance better customer relationship and increased trustworthiness. Apart from that, strong corporate brands also come across as polished, professional and successful entities. It sends signs of high care for and quality. SMEs provide employment opportunities as well as drive competition and innovation in many sectors. Also known as micro enterprise, these SMEs are growing in a fast pace in United Kingdom. According to reports by Federation of Small Businesses (2012), the average number of businesses in UK has track 5 million markets and out of them around 99.9 percent are SMEs. SMEs have been employing more than 14 million people and the combined turnover for the year 2012 was 1500 billion Euros. From the above statistics it is clear that SMEs have been playing an important role in overall business environment in United Kingdom.Thus, they are the backbone of prudence in United Kingdom. Thus, it is extremely important that the steady growth of the businesses is maintained. The influence of internal and external forces is much more pronounced in SMEs compared to bigger companies (Davies and Chun, 2002). T hese entangle customer markets, business infrastructure and company characteristics. However, in case of small companies the influence of business managers is much more than bigger organizations. Similarly, the distribution of finances, external stockholder categories and investor management are different in small and bigger enterprises. Small enterprises work as a much closer environment. Thus, it can be give tongue to that the policies and marketing campaigns followed by bigger organization might not work for SMEs brand building (Berthon, Ewing and Napoli, 2008). Comparing with consumers, B2B companies have their own decision making operation and purchasing habits. In terms of their purchasing decisions which are depended on facts and needs, the world of B2B carrefours is seen as more complex.The reason why B2B companies prefer to corporate brands rather product brands and the dynamic environments (competitive advantages and product innovations) will be discussed. This makes a n interesting and insightful topic for further research and development. Chapter 2 Outline of the Research Problem The research deals with marketing and brand building of corporate SMEs in B2B