Branding in Swiss SME - Markenführung in Schweizer 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.

Fiche signalétique

  • Département HESB | Economie
  • Pôle de recherche Methoden und Grundlagen
  • Champ de recherche Marketing
  • Durée 01.01.2012 - 31.05.2014
  • Direction du projet Annette Waldenmeyer
  • Équipe du projet Kim Oliver Tokarski
    Annette Waldenmeyer
  • Mots-clés Brand Management, Markenführung, Marketingstrategie, Marketing Instrumente

Contexte initial

- 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


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.

Compétences clés

Marketing Strategies Brand management Brand development


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


Identify room for improvement and develop practical solutions