OCAD University Open Research Repository

Branding for the rest of us

Moxon, J. Douglas (2016) Branding for the rest of us. [MRP]

Item Type: MRP
Creators: Moxon, J. Douglas
Abstract:

Abstract
Small and medium enterprises (SMEs) create 71% of private sector jobs yet only 40% of them project growth (Ratte, 2015). Believing that a properly constructed brand undergirds SME profitability and sustainability, I asked: What makes strong brands? How might we make these elements accessible to non-experts? I examined these questions through a literature survey spanning 30 years of brand planning models, interviews with contemporary experts, and interviews with current SME executives.

I developed the Brand Actualization Tool (BAT) to make brand development accessible and thereby to enhance SMEs’ opportunities for growth and sustainability. BAT consists of five stages: Motivate – define the organization’s authentic brand vision; Embed – operationalize purpose across the organization; Engage – connect the brand and offering to customers; Evaluate – measure success with analytics; adjust activities; and Impact – project activities’ impact into the future. Next steps include validating the positive impact I found that BAT has by increasing the number of SMEs using it and studying their results.

Key words: brand, branding, marketing, SME branding, brand models, brand planning tool, customer purchase behavior, purpose, vision

Contributors:
ContributionNameEmail
Thesis advisorharfoush, Nabilnharfoush@faculty.ocadu.ca
Date: 11 May 2016
Uncontrolled Keywords: brand, branding, marketing, SME branding, brand models, brand planning tool, customer purchase behavior, purpose, vision
Divisions: Graduate Studies > Strategic Foresight and Innovation
Date Deposited: 10 May 2016 15:52
Last Modified: 11 May 2016 05:40
URI: http://openresearch.ocadu.ca/id/eprint/662

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