Branding: Identifying the Differences Between Small Companies and Large Corporations

Abstract

This thesis identifies the definition and value of brand and branding in modern world. The research contains an extended analytical review of branding literature, theoretical identification of the differences between small companies and large corporations as well as comparative analysis of practical branding strategies of micro-business and big corporation based on interviews with entrepreneurs and review of their brands materials. All obtained data of the research was analyzed and the resulting output was used in the practice of the brand building process of the establishment of theauthor’s own small business. The main steps to developing the brand and their first results are also contained in this work.