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dc.contributor.author Mdluli, Chunky
dc.date.accessioned 2024-02-12T06:35:31Z
dc.date.available 2024-02-12T06:35:31Z
dc.date.issued 2022
dc.identifier.uri http://hdl.handle.net/11070/3774
dc.description A thesis submitted in partial fulfilment of the requirements for the degree of master in business administration management strategy en_US
dc.description.abstract This study explored branding as a strategic marketing management tool for small and medium sized enterprises’ sustainability in Mbabane Eswatini. The interpretivist research philosophy was used. On methodology the study also used a qualitative approach and case study design. Interviews were used to collect data from purposively sampled SME owners and employees in Mbabane Eswatini. Three SME owners and twelve employees were selected to take part in the study. Literature was reviewed to understand what other researchers have written on similar and related topics. In the literature Aaker’s brand equity model that guided the study was discussed. The findings of the study showed that though SME owners and employees were aware of branding and that it could be used as a marketing management tool, they don’t use it often due to time constraints and lack of resources. Findings also showed that SMEs in Mbabane use limited marketing and customer relations marketing management strategies. The study recommends that SMEs should budget for branding and ensure that they often use branding as a marketing management tool to promote their products and markets and ensure business sustainability. The study also recommends that SMEs should broaden their customer relations marketing management strategies and embrace strategies such as drafting easy customer product return policy, making use of digital platforms to enhance regular interaction with customers, developing a customer data base to make it easy to track and interact and give information to customers. Another recommendation was that, SME owners and employees should be trained in branding and marketing so that they understand these concepts and are able to apply them properly and effectively for the growth and sustainability of SMEs en_US
dc.language.iso en en_US
dc.publisher University of Namibia en_US
dc.subject Sustainability en_US
dc.subject Small and medium sized enterprise en_US
dc.subject Marketing management tool en_US
dc.subject Branding en_US
dc.title Exploring branding as a strategic marketing management tool for small and medium-sized enterprises sustainability in Mbabane Eswatini en_US
dc.type Thesis en_US


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