Exploration of entrepreneur brand orientation and consumer perceptions of SMEs’ brand positioning

Abstract

Small business branding is a relatively nascent field of research, and incontrovertible evidenceexists that little information on the subject has come from developing regions like Africa. Informed bythe knowledge gap, this study explored entrepreneur brand orientation and consumers’ perceptionsof their brand positioning. The research was conducted in Mafikeng, North West Province ofSouth Africa. Using qualitative methodology, three entrepreneurs were interviewed and their brandorientation – in terms of understanding and disposition towards branding including positioningstrategy they adopt – was explored. Also, two focus group sessions were held with consumers toprobe their perceptions of participating SMEs’ brand positioning. As per value for the scholarship, itemerged that the entrepreneurs’ brand orientation was low, resulting in low brand distinctiveness.The focus group sessions corroborated the low brand orientation finding because discussants’familiarity with and knowledge of the SMEs was almost non-existent, a situation discussantsattributed to poor branding and communication. This finding prompted recommendations forentrepreneurs, policymakers and scholarship.