Overall data analysis produces a typology of sme

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Overall, data analysis produces a typology of SME brand management that is based on two dimensions, namely the primary brand position- ing focus and brand implementation capacity. The first dimension, primary brand positioning focus of SME, is either internal or external. An internal primary brand positioning focus places emphasis on internal business capabilities to deliver the brand promise to customers. An exter- nal primary brand positioning focus places emphasis on satisfying the needs of customers. The second dimension, brand implementation capacity, represents operational capability, and is either strong or weak. Strong operational/brand implementation capacity places importance on the SME brand as the platform for all SME activ- ities and implements comprehensive internal brand management processes. Conversely, weak operational/brand implementation capacity shows a perfunctory role of the SME brand, evi- denced by weak brand-orientation and lack of comprehensive internal brand implementation processes. The four types are discussed in turn, begin- ning with the SME brand identity-driven type. SME Brand Identity-Driven This branding type has a primary internal positioning focus, which places emphasis on building an SME brand identity, with strong internal capabilities to deliver customized solu- tions to customers. The owner–managers articu- late the mission, vision, and core values of the corporate brand identity, to set the direction for the development of the SME brand, as illustrated by Environmental Consultancy , “We have got our mission, vision, and values, and are always working toward achieving that vision.” The internal strategic focus is facilitated through the strategic importance placed on human capital, innovativeness, and fostering a collaborative cor- porate culture. Human capital is of strategic importance because the internal capabilities of the SME are developed collegially among profes- sional staff, such as engineers in Traffic Engineer- ing Consultancy, and scientists in Environmental Consultancy and Vegetation Management Consultancy. Brand promises consist of a combination of functional values (e.g., “quality delivered on time and on budget” in Environmental Consul- tancy ) and relationship-building values (e.g., “honesty, integrity, and trust” in Traffic Engi- neering Consultancy ). Relatively strong brand orientation and a brand promise with clear Figure 2 Typology of SME Brand Management Primary Brand Positioning Focus Internal External Operational /Brand Implementation Capacity Strong SME brand identity-driven SME brand image-driven Weak Operations-driven Opportunistic JOURNAL OF SMALL BUSINESS MANAGEMENT 8
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values form a strong interface between the cor- porate strategy and internal brand management processes.
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