Edgar Centeno
Assistant Professor, Monterrey Institute of Technology, Mexico.Does Colour Influence SME Brand Building?
An Exploration of SME Brands
This paper aimed to explore the importance of colour as a brand
development component for SME brands. Recently, SMEs have been
acknowledged as key business players. However, current brand
literature largely ignores SME brands. Furthermore, colour is a new
symbol in SME brand research. It has been posed that colour is one of
the simplest forms of brand communication as it may convey some
brand identity components. This paper begins by discussing the
importance of SMEs and the possible influence of colour in brand
development. Then, a qualitative method examines how the study was
carried out through thirty case studies. The final section discusses
relevant contributions for brand academicians and practitioners
interested in SMEs.