For the course Venture Marketing, we wanted to create a video which gives a clear view of the brand visibility of Small- and Medium-sized Enterprises. We would like to take the viewers on some sort of journey through the concept of brand visibility via a presentation shaped like a social network, since social media play a large role within our video. We first start with the introduction of a brand, branding and what brand visibility actually is. Then we focus on how to accomplish and maintain brand visibility. To close off, we provide our expectations for the future and a word of advice by one of our respondents.
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Botha, E.; Farshid, M.; Pitt, L. (2011). How sociable? An exploratory study of university brand visibility in social media. South African Journal of Business Management, 42(2), 43-51.
Berthon et al. (2010). Luxury Wine Brand Visibility in Social Media: an Exploratory Study.
Berthon, P., M. T. Ewing, & J.Napoli (2008). "Brand Management in Small to Medium-Sized Enterprises", Journal of Small Business Management, Volume 46 Issue 1, pp. 27--45.
Ahonen M. (2008). "Branding - does it even exist among SMEs?", Proceedings of the 16th Nordic Conference on Small Business Research, May 21st -23rd 2008, Tallinn, Estonia.
The Harris Poll 2014 RQ: (Summary Report: A Survey of the U.S. General Public Using the Reputation Quotient®). The Nielsen Company.
Music from YouTube-user 'TheWooWooKid1's channel': youtube.com/channel/UCg6l0km4t3DDiF609G9ntIQ
Special thanks to Hans Blankestijn (Trapese ITS) and Michiel van der Pol (Tax4You) for participating in our interviews and contributing to this video.