Research on Branding of SMEs Based on Integrated Marketing Communications Theory

Abstract

At present, the brand building in China's integrated marketing communication has not been given much attention by many enterprises, and relatively speaking, some enterprises have not conducted certain research on brand building. In fact, the brand building for the overall business success of the enterprise has a great significance to promote. For integrated marketing communication programs, there are a variety of flexible solutions to enhance the brand image of a company or product, which in turn enhances consumer recognition of a brand and promotes the further construction of small and medium-sized enterprises. This paper analyzes the problems in branding of SMEs in China, then puts forward some exploratory suggestions for the problems, and finally concludes the paper.