Branding small and medium size enterprises through advertising A case study for the fine chemical industry
DAN ST. ANDREI
Creative Corporation, Lisbon, Portugal, Rua Gomes Freire, Lote 1, Cascais / Cascais, 2750-000, Portugal
Abstract
Yesterday branding was a prerogative of large chemical companies.Today small and medium size companies MUST include branding intheir activities or risk being wiped out by the globalization tsunami.This article provides an insight in the relationship between positioning,branding and advertising for SME’s (1).
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