Branding in small- and medium-sized enterprises (SMEs): Current issues and research avenues

Purpose: Given the significant contributions of small- and medium-sized enterprises (SMEs) across several economies, calls for investigations into their branding strategies are burgeoning. However, the literature is unclear, scattered and relatively scanty. The purpose of this paper is to provide a review of the existing literature on branding with a focus on SMEs. Design/methodology/approach: The study uses a systematic review by identifying and evaluating peer-reviewed journal publications focusing on branding within the context of SMEs. The systematic design is based on papers published within the period of 2004-2014. Findings: The review shows that significant progress is being made in the area under discussion. With several gaps in issues and empirical evidence, as well as in theoretical and methodological approaches, the paper signals promising lines of inquiry for both empirical and theoretical research. Research limitations/implications: By highlighting the research issues, as well as providing some pertinent research questions across various themes, the paper aims at directing future research efforts to critical areas which require immediate attention. The implications of the review are discussed in the paper. Originality/value: The study identifies and describes the state of research issues and evidence in branding literature within the context of SMEs over a 10-year period, prompting insightful avenues to the academic and practitioner communities.