Branding in Swiss SME - Markenführung in Schweizerischen KMU

As-is Analysis regarding today's brand management in the Swiss medium sized companies. Though branding in huge companies is well known, the SME's activities have been neglected so far.


  • Lead department Business
  • Institute Business Foundations and Methods
  • Research unit Marketing
  • Funding organisation Others
  • Duration 01.01.2012 - 31.05.2014
  • Project management Annette Waldenmeyer
  • Head of project Annette Waldenmeyer


Elborating the current situation of brand management in Swiss SME's in the canton of Bern in order to set the basis for further going studies and action plans if needed.

Course of action

- Interviews (to be prepared, carried out and analysed) - Case Study - Quantitative analysis (to be prepared, carried out and analysed) - Developing a customer oriented service / product - preparation of conferences / publication


Getting an in depth overview of the branding in Swiss SME's to be analyzed (e.g. strategies, activities, expectations)

Looking ahead

Identify room for improvement and develop practical solutions