英语本科毕业论文-The Limitations and Strategies of Small and Medium-sized Enterprises in Building Brands.docVIP

The Limitations and Strategies of Small and Medium-sized Enterprises in Building Brands Brands are important. Brands are the major enduring asset of an entity, outlasting the specific products and facilities. Roberto Goizueta, the late CEO of Coca-Cola, commented: “All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies in the goodwill of our brand franchise and the collective knowledge in the company.”① Under many circumstances, consumers purchase a product because of the brand. However, building a strong brand is not easy, especially for small and medium-sized enterprises (SMEs). We all know building a brand involves research, advertising, promotion, marketing channel, human resources, public relations and so on. All these take money, time and marketing expertise. Small and medium-sized enterprises have a disadvantage in almost all of these aspects compared with big enterprises. In a word, they just cannot afford to lose. Limitations in Brand-building The limitations of small and medium-sized enterprises in building a successful brand include, among others, the scale of business, human resources, financial resources, time, corporate culture and so on. The Scale of Business The structure of the majority of small and medium-sized enterprise is simple, and the scale usually is very small. The small scale can be a big barrier to building a good brand. The large-scale production is an important external characteristic of famous-brand enterprises. Generally speaking, the kind of superiority of the brand can effectively manifest through the scale of economies, the big enterprise promotes the new product has the competitive power compared to the small enterprises; this is its prestige superiority. Therefore according to my viewpoint, we must construct the brand but not construct the brand eagerly, sizes up the situation, and holds the best opportunity to promote our brand. To complete the brand it