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An exploration of entrepreneur brand orientation and consumer perceptions of SMEs’ brand positioning

Akintayo Adesoji Ogunsanya
North-West University
William Edward Heuva
North West University
Tshepang Bright Molale
North-West University
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An exploration of entrepreneur brand orientation and consumer perceptions of SMEs’ brand positioning. (2022). Communicare: Journal for Communication Studies in Africa, 39(2), 49-74. https://doi.org/10.36615/jcsa.v39i2.1520
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  • Submited: October 5, 2022
  • Published: October 6, 2022

Abstract

Small business branding is a relatively nascent field of research, and incontrovertible evidence
exists that little information on the subject has come from developing regions like Africa. Informed by
the knowledge gap, this study explored entrepreneur brand orientation and consumers’ perceptions
of their brand positioning. The research was conducted in Mafikeng, North West Province of
South Africa. Using qualitative methodology, three entrepreneurs were interviewed and their brand
orientation – in terms of understanding and disposition towards branding including positioning
strategy they adopt – was explored. Also, two focus group sessions were held with consumers to
probe their perceptions of participating SMEs’ brand positioning. As per value for the scholarship, it
emerged that the entrepreneurs’ brand orientation was low, resulting in low brand distinctiveness.
The focus group sessions corroborated the low brand orientation finding because discussants’
familiarity with and knowledge of the SMEs was almost non-existent, a situation discussants
attributed to poor branding and communication. This finding prompted recommendations for
entrepreneurs, policymakers and scholarship.

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How to Cite
An exploration of entrepreneur brand orientation and consumer perceptions of SMEs’ brand positioning. (2022). Communicare: Journal for Communication Studies in Africa, 39(2), 49-74. https://doi.org/10.36615/jcsa.v39i2.1520

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