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Impact of Branding on SMEs in Ghana

The document discusses two studies on branding, one focusing on SMEs in Ghana and the other on Filipino students' perceptions of brands. The first study highlights the importance of combining resources and branding capabilities with coordinated efforts for better branding outcomes. The second study emphasizes the significance of brand image in influencing customer behavior and the need for companies to optimize their advertising strategies on social media to enhance brand awareness and engagement.

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Alyssa Mae Marcelo
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4 views2 pages

Impact of Branding on SMEs in Ghana

The document discusses two studies on branding, one focusing on SMEs in Ghana and the other on Filipino students' perceptions of brands. The first study highlights the importance of combining resources and branding capabilities with coordinated efforts for better branding outcomes. The second study emphasizes the significance of brand image in influencing customer behavior and the need for companies to optimize their advertising strategies on social media to enhance brand awareness and engagement.

Uploaded by

Alyssa Mae Marcelo
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

2.

Enhanced Brand Value

RRL
Foreign
In the study of Odoom, R., Narteh, B., & Rand, J. (2017) The study focuses at the
relations with enterprise resources and branding capabilities, along with efforts to
brand and benefits. It analyzes the corresponding impact of physical resources and
branding capabilities on enterprise branding efforts and outcomes. The study used
empirical data from small and medium-sized firms (SMEs) in Ghana. The
hypothesized relationships were investigated using Structural Equation Modeling.
The study revealed that having resources and capabilities may not be enough to
provide the best branding benefits for businesses. A better result is achieved when
these capabilities and assets are combined with well-coordinated organizational
branding efforts. The study's findings have multiple implications for the
management of small businesses.
Local

RRS
Local
Santos (2018) determined that Branding has significance since not only Creates an
emotional connection with customers, but Inform them about your business. The
findings showed that analyzed Filipino students' assessments of brands on online
platforms. The results also indicated that students prioritize brand awareness,
loyalty, image, and association. They are familiar with the products they purchase
and are satisfied with them, even if they appear on social media. However, the
brand depends short of what they expect. This can be attributed to the Companies
must also involve focused on Developing and optimizing on advertising strategies in
Specific channels. They must highlight their desire for Their firms should be involved
and engaged on social media in order to demonstrate their ideals and products,
services and innovation. in conclusion, the results indicate that more studies should
be undertaken with responders from various Consumer characteristics.

Brand image has an essential role in influencing customer behavior A positive brand
image can improve brand performance which subsequently influences customer
purchasing decisions As one of the most influential attributes for business success,
a strong brand image can affect customers’ intentions to purchase, give a
company’s a competitive advantage, and support successful market penetration. In
this regard, it is necessary to understand which media is presently advantageous for
enhancing brand image

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