Rexford Amankwah Ebenezer and Miller Marian Esther (2025) Challenges of branding among SMEs in Ghana. In: Szemelvények a BGE kutatásaiból 2024. Budapesti Gazdaságtudományi Egyetem, Budapest, pp. 160-166. ISBN 978-615-6886-21-7
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Abstract
Small and medium-sized enterprises (SMEs) are struggling to grow and sustain a competitive edge in both domestic and global markets in the present economic climate. This study aims to investigate the challenges SMEs face in establishing and maintaining an effective branding strategy. This study used a cross-sectional study design as well as a consecutive sampling technique. The sample size of the study was 368 Ghanaian SMEs in the Greater Accra Region of Ghana. To explore the challenges of branding among SMEs, a pie chart was used. According to the results, the challenges SMEs face in branding are as follows. 27% of the population have no knowledge or understanding of branding, 33% indicated they do not have the financial resources for branding and 33% indicated that even if they are taught how to brand their business, they will not have the time to plan and implement the branding strategies. In conclusion, SMEs need to maximize their usage of available resources and knowledge to compete. They also need to minimize time spent on production and should increase focus on how to sell the products they make.
Tudományterület / tudományág
társadalomtudományok > gazdálkodás- és szervezéstudományok
Institution
Budapesti Gazdasági Egyetem
| Item Type: | Book Section | |||||||||
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| Uncontrolled Keywords: | brands, SMEs, Ghana, Greater Accra, challenges | |||||||||
| Depositing User: | Kinga Eszenyi-Bakos | |||||||||
| DOI azonosító: | https://doi.org/10.29180/978-615-6886-21-7_17 | |||||||||
| Date Deposited: | 2025. Nov. 25. 13:51 | |||||||||
| Last Modified: | 2025. Nov. 25. 13:51 | |||||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2580 |
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