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Significance of Brand Image on SME Survival in Digital Competition
Abstract
With the digitalization of the world and the spread of social media, competition conditions are also changing, and SMEs must keep up with this rapid transformation. SMEs that use these digital platforms correctly and reflect their brand images properly will achieve their goals at a minimal cost. This chapter aims to give required descriptions and explanations about the significance of the brand image of an SME as well as the things to do to build a brand image in a sequence from the widespread content to the digital environments. Brand, image, and brand image concepts have been explained, respectively. The related topic has also elaborated on the kinds of brand image. Social media and its effect on brand image and the things to do to build a brand image in digital environments have been discussed in detail in the chapter. There are also some brand image development activity examples from successful SMEs worldwide.
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