Essays on Brand Management in Small and Medium Enterprise - Evidence from Dubai, UAE Case Study

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The paper "Brand Management in Small and Medium Enterprise - Evidence from Dubai, UAE" is a good example of a marketing case study.   The journal article “ Brand management in the small and medium enterprise: evidence from Dubai, UAE” is about the attitudes and views on branding and brand management concerning small and medium businesses in Dubai. The authors provide the reader with the results of a survey carried out on 62 managers or business about their opinions towards product branding (Gundala & Khawaja, 2014, p. 27). After the research, it was established that many small and even medium still do not take seriously this important element of the business.

The article provides the general analyses of the United Arab Emirates, particularly, political units, economic status and even socio-cultural setup. It provides that UAE is country in the Middle East which borders the Persian Gulf on the Saudi Peninsula. This country is divided into seven political units called emirates. These units are Ajman, Abu Dhabi, Dubai, Sharjah, Ras al-Khaimah, Umm al-Quwain and Fujairah, with Abu Dhabi being the capital city. This country is oil-rich; a situation which has led to its economic growth.

Currently, SMEs are equally important to the growth of this nation. Gundala & Khawaja (2014, p. 27) claim that just the emirate of Dubai alone has 72,000 SMEs representing 95% of businesses and providing 40% of the labor force. However, most small enterprises do not expand beyond their current status as a result of lack of brand orientation, brand barriers, brand-marketing performance and brand distinctiveness. These elements are discussed in details in relation to the research and conclude that there are several factors that limit the business owners or managers from adopting such elements.

These factors include financial constraints, limited knowledge and lack of market research (Gundala & Khawaja, 2014, p. 35). Major Objectives of the Article Much as it is significant that a firm creates products and services and make sure that they get to the consumer whose needs must be met, it is also essential that in satisfy the need, the good quality intrinsic to the product be linked to the one firm that realized that standard (Gundala & Khawaja, 2014, p. 38).

It is a significant technique of attaining a competitive edge in the market of various companies who are perceived to be in the competition. This process is what is called Branding. The major intention of branding is to distinguish the product of one company from the competitors’ products. The branding could be in the form of the brand name or the brand trademark. However, many companies have failed because of ignoring this branding and brand management. Such a situation has been perceived to be what has led to the failure of several small and medium enterprises in the UAE (Gundala & Khawaja, 2014, p. 28). Based on such notion, the major objective of this article was to assess the business managers or owners’ opinions and attitudes on the issue of branding and brand management enterprises within Dubai, UAE (Gundala & Khawaja, 2014, p. 27.

The article also assesses the causes which act as hurdles to the brand building (Gundala & Khawaja, 2014, p. 28). The article also presents the importance of branding and management to small and medium enterprises in the UAE. Gundala & Khawaja (2014, p. 29) asserts that in the research questionnaire section 1, questions one, two and three wanted the information concerning the knowledge of business owners or managers on an understanding of brand management and whether this marketing strategy is integrated into the daily operations of the company.

In section 4, the question presented emphasizes the success of a brand in the small and medium enterprises. Meanwhile, section 6 of the questionnaire focused on the barrier of creating strong brands. Lastly, section 7 questions concentrated on managers or owners’ attitude towards the significance of integrating a branding strategy (Gundala & Khawaja, 2014, p. 30).


Gundala, R.R & Khawaja, H. (2014). Brand Management in Small and Medium Enterprise:

Evidence from Dubai, UAE. Global Journal of Business Research, 8, 27-38

Private Sector. (2013). Crowdinvesting and SMEs. Retrieved from

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