Brand Communication Strategies of The Successful Small and Medium Enterprise

Abstract

         The purposes of this research were to study the strategic planning for brand communication of SMEs, to study the brand communication model that affects the success of SMEs and to present the communication strategies of SMEs which achieve successfully.

         The researcher selected the samples which were the groups of 3 successful SMEs consisting of 5 businesses in each group.  In total, there were 15 companies including medical beauty service business, cosmetic and skin care business, and tourism business.

         The researcher interviewed. They also have the branding strategies of their own brands which have different positions compared to their competitors with both physical and mental satisfaction. They have a trustworthy personality so that the products and services will bring confidence to consumers and users.  In addition, the products should have a friendly personality to everyone. Furthermore, key brand identities include having good quality, providing valuable experience, and giving great impression to customers.  They also bring their products and services to have a good relationship with nature which will result in better response and satisfaction from customers.

         The commonly used tools for marketing communication are the person which is an executive or a founder and employees of the company.  In addition, use of social media such as Facebook and Line@ is a driving force of the brand and is another marketing tool that can be used to encourage both old and new customers to remember the products and purchase the products repeatedly. Regarding the traditional media such as TV and newspaper, they are still the marketing tools that could help the business have a great recognition widely and increase the growth of businesses.