Branding Strategies of Service Small and Medium-Sized Enterprise Owners

Branding Strategies of Service Small and Medium-Sized Enterprise Owners by Mohammed Siddiquie MBA, Osmania University, 1997 BSc, Osmania University, 1995 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2018 Abstract Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake’s funnel model for the role of brand management in SMEs was the conceptual framework used in the study.Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake’s funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of company documents and company websites. Data analysis was conducted using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of SMEs should be the personification of their brand, must do internal branding, should use the Internet and social media for marketing and branding, and should use innovative marketing strategies to promote their brand. The implications of this study for positive social change include the potential for owners of SMEs, who successfully implement branding strategies, to participate in the social causes started by the local governments for the welfare of people and communities. Branding Strategies of Service Small and Medium-Sized Enterprise Owners by Mohammed Siddiquie MBA, Osmania University, 1997 BSc, Osmania University, 1995 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2018 Dedication I would like to dedicate this study to my wife, Najla, and my two daughters, Tanya and Ayesha, for supporting me to be a lifelong learner. Completing my DBA would not have been possible without your love and encouragement. I would also like to dedicate this study to all the SMEs in Dubai who continue to make this city such a great and vibrant place to live. Acknowledgments I consider myself very fortunate to have studied with a phenomenal mentor like Dr. Warren Lesser. Special thanks to him for his hard work and dedication to continually guide me in the right direction. He always had something very positive to say about everything I did, and his words always motivated me to complete my highest level of education. I would like to thank my second committee member, Dr. Mohamad S. Hammoud for his excellent advice and encouraging words during the oral defense. I would like to thank my URR, Dr. Scott Burrus for his expert opinion. My DBA would not have been possible without the help of the committee. I would like to thank DBA Program Director, Dr. Susan Davis for the support and guidance during my educational journey. I would like to thank everyone who supported me directly or indirectly. Special thanks to my office colleagues who always motivated me to complete my DBA. I thank my mother for playing such an incredible role in my life. Without her constant encouragement, I would not have come this far. A big thank you to my wife and children for their unflinching support. I thank my participants who were honest in sharing their valuable feedback. I wish lots of success to my participants who did not hesitate in sharing their successful branding strategies.