Branding strategies in small and medium enterprises (SMES) operating in Dar es salaam

Branding has been dominated by large firms while it is widely acknowledged that the survival of every firm regardless of its size is largely dependent on its ability to brand its products or services. The main objective of this study was to examine branding strategies in Small and Medium Enterprises operating in Dar es Salaam. The study also aimed at bringing the knowledge of how branding can be preserved and be a resource to SMEs, as well as challenges involved when branding products or services in SMEs. The study focused on five SMEs operating in Dar es Salaam, through in depth interviews whereby focus group discussions were conducted. Amongst the interviewees included officials and / or owners of SMEs. These were the key informants for this study where by semi structured interviews, formal discussions and consultations were undertaken. The general implications of the findings of this study is that companies regardless of their size, nowadays are striving in order to make their product as a brand and involve in such kind of activities which are helpful in making the positive image of the brand. Once the image of the brand is positively created in the mind of customer, he or she starts purchasing the particular product frequently which resultantly enables the customer to be loyal to that particular brand that enhances the profitability which is the ultimate goal of every business. It was concluded that branding in SMEs should be right at the top of the list of priorities, hence it is an important strategic tool and exists in SMEs as well as to large firms. From the findings, it has also been revealed that branding to some SMEs is still a new notion as well as hard to understand though applied unknowingly to some.