Branding in Small Companies. A case study of Vital Tea, Pakistan

Abstract: Branding is in the midst of those marketing gadget which are presumed to be used for only large-size companies or organizations. Our study is an endeavor to confiscate this distinction among large and small enterprises and proving it with the help of branding models and theoretical literature depending on our empirical findings. The aim of this research report is to stimulate the significance of this pivotal tool of business among the small enterprises so that it can also be supportive in smoothing the progress of their businesses as well from its benefits. In order to reach the purpose of our study, we have used the qualitative research approach and used the telephonic interview based data collection technique in this regard. The study is conducted by a case-study at VITAL TEA, a tea company located in Pakistan. Vital tea is the company which has not been considering branding as the best suited tool to grow in the small markets as the general small companies‘ perception described above. The study has come up with the results that either you can‘t apply the full fledge branding model in a small size company but still being a small company they can apply the branding models up to their capacity of resources like time, funds, trained personnel etc. Moreover, we have found that the proper implementation of branding activities needs, planning, awareness and proper training to the company‘s personnel‘s if the small companies really want to get the competitive edge over competitor companies. Finally, we have answered all our research questions along with the recommendations to our sample company (The Vital Tea).