Exploring Brand Management For Small And Medium Enterprise With Case Study

In this paper, we show that: Brand strategy is necessary should the small and mediumenterprise want to expand its size and boom. To overcome its shortage of capital andsize, and to increase its brand equity, the entrepreneurs need to choose the properbrand stragety considering the advantages of the enterprise. Also they need to makefull use of public relations and make durable decisions to guarantee the success of thebrand management and on-going development of the enterprises.This paper consists of several parts, including the significance of brand management,choosing of brand strategies, branding plan, brand building, brand expansion andelongation, brand promotion and area brand strategy, also we discuss whe possibilityof brand development for small and medium enterprise and what measures should ittake to overcome its disadvantages in brand management.In the end of this article, we analyze and commend on the brand management ofCarpenter Tan Comb. Its success will be a good example for other enterprises wediscuss.