BRAND MANAGEMENT IN SMALL AND MEDIUM ENTERPRISE: EVIDENCE FROM DUBAI, UAE

摘要

The study aims to explore the owner-managers' attitudes and opinions towards branding and brand management in small and medium enterprises across Dubai, UAE. The study also explores the causes that are acting as barriers to brand building. The data collected is through questionnaires from a sample of 62 respondents and interviews with Small and Medium Enterprises owners-managers. The research found that many Small and Medium Enterprises do not practice branding strategies and most of the respondents believe that incorporating branding strategies is insignificant for the success of Small and Medium Enterprises (SME).