BRAND MANAGEMENT OF SELECTED MICRO, SMALL AND MEDIUM

ENTERPRISES IN SILANG, CAVITE1

Aliza T. Urtal

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A business research submitted to the faculty of the Graduate Studies and Open Learning
Center, Cavite State University, Indang, Cavite in partial fulfillment of the subject requirements
in Business Research (BA 203) with Contribution No._______. Prepared under the supervision
of Prof. Carmen A. Batiles.

INTRODUCTION

Brand Management is essential for any business to build a strong brand because it will
help them to have competitive advantage against their competitors. Brands create
differentiation against the competitors, build brand awareness, create strong reputation or brand
image and develop prominence. Business can be a strong contender in the marketplace if
through these four areas they will be able to emotionally and effectively connect to their
customer by providing their needs and demands. In order to do this, businesses must bring their
brand to life by constructing its reputation, image and giving it personality. Brand marketing
is not an easy thing to do, but through the help of brand managers and employees, effective
advertisement, businesses may find a way to strategically build their brands (Leone, 2014).
Even though businesses have found a way to develop their brand, there is a difference
in how this process takes place for a Micro, Small and Medium Enterprises compared to larger
corporation (Laney, 2010). Micro, Small and Medium Enterprises are distinct from large
companies in terms of capabilities, resources and skills, as well as having their own particular
characteristics and abilities to grow in the market. Micro, Small and Medium Enterprises is
essential in the enhancement of the national economic development in several nations (United
Nations, 2012). According to an article by Natividad (2016), Asian Development Bank define
Micro, Small and Medium Enterprises as the backbone of Asian economies, making up 98%
of all enterprises and 66% of the national labor force from 2007-2012 .
It is practical and valuable to conduct a research on brand management challenges faced
by Micro, Small and Medium Enterprises (MSMEs). It is clear that MSMEs encountered some
difficulties associated with their brand management such as financial constraints which hinder
to the efficient and effective business operations and performance in the market.
Thus, the researcher conducted the study to investigate how brand management is
implemented in Food related Business under MSMEs; what are their hindrances and obstacles
in achieving success in the market. Identifying these and to be able to provide a business
management model to the Food related Business under MSMEs could lead to the enhance
business operation and performance of their business.

Statement of the Problem

In order to achieve the objectives stated in the study, the following problems listed
below are to be answered.

1. How do Micro, Small and Medium Food Enterprises create their brand identity?
2. What are the perspectives of Micro, Small and Medium Food Enterprises’
entrepreneurs for enhancing their brand management?
3. How is brand management currently implemented in the Micro, Small and Medium
Food Enterprises in Silang, Cavite?
4. What are difficulties encountered by Micro, Small and Medium Food Enterprises
when managing and developing their brand?
5. What practices of brand management could be employed for Micro, Small and
Medium Food Enterprises in Silang, Cavite.

Objectives of the Study

General Objective
The research aims to investigate how brand management is exercised in Micro,
Small and Medium Food Enterprises in Silang, Cavite and to identify obstacles and
inhibitors in building a successful brand for Micro, Small and Medium Food
Enterprises.
Additionally, the research aims to create the potential conceptual model to be
implemented in the Micro, Small and Medium Food Enterprises in Silang, Cavite to
effectively build and manage their brand.

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 Specific Objectives
1. To determine how Micro, Small and Medium Food Enterprises create their
brand identity.
2. To examine the perspective of Micro, Small and Medium Food Enterprises’
entrepreneurs in Silang, Cavite of brand management.
3. To assess how brand management is currently implemented in the Micro,
Small and Medium Food Enterprises in Silang, Cavite.
4. To determine the relevant difficulties encountered by Micro, Small and
Medium Food Enterprises in Silang, Cavite when managing and developing
their brand.
5. To create the practices of brand management which are most amenable to the
Micro, Small and Medium Food Enterprises in Silang, Cavite.

Significance of the Study

The study aims to investigate how brand management is exercised in Micro, Small and
Medium Food Enterprises in Silang, Cavite and to identify obstacles and inhibitors in building
a successful brand for Micro, Small and Medium Food Enterprises. Thus, the researcher believe
that this study would be beneficial to the following organization and individual.
Micro, Small, and Medium Enterprises. This research will assists the MSMEs to identify the
significance of brand management towards the business performance enhancement.
Business Owners and Managers. The research will assist them in creating, managing and
developing the MSMEs brand through the study’s results by considering the branding
guidelines for the MSMEs.
Micro, Small, and Medium Enterprises’ Employees. The research will help the employees
to work strongly for the brand and the business; they will be more satisfied with their job and
have a higher degree of pride in their work.
Customers. Through the research, customers of MSMEs will feel confident in their decision
to become loyal to the business.
Prospective Customers. The research will enhance their understanding of what to expect from
the Food related Businesses under MSMEs
Future Researchers. This research would serve as their guide and basis of their study and
additional literature for their future research.

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Time and Place of the Study

The study will be conducted at the municipality of Silang, province of Cavite; and the
respondents will be the selected Food related business under the Micro, Small and Medium
Enterprises operating in less than five (5) years; and conducted on January 2019 to May 2019.

Scope and Limitation of the Study

Scope and Limitation of the study will set the boundaries of the research study to the
main area concerned and specific to the focus respondents (Hashim, et.al, 2015). The study
will be focusing on determining how Micro, Small, and Medium Food Enterprise create their
brand identity; examining the perspective of Micro, Small, and Medium Food Enterprise
entrepreneurs in Silang, Cavite of brand management; assessing how brand management is
currently implemented in the Micro, Small, and Medium Food Enterprise; determining the
difficulties and/or problems encountered by Micro, Small, and Medium Food Enterprise when
managing and developing their brand; and creating the practices of brand management which
are most amenable in Micro, Small, and Medium Food Enterprise.
The study is limited on the Food-related businesses under Micro, Small and Medium
Enterprises which run their business in less than five (5) years in the municipality of Silang,
Cavite.

Definition of Terms

In this research study, few terms are needed to be defined cohesively in order to
understand the whole scenario of the study.
Brand Management. It is series of techniques used by businesses to increase the perceived
value of a product or service (Roberts, 2017).
Brand Identity. It is the message the consumer receives from the product, person, or thing
(Lake, 2018).
Food Related Business. Any undertaking, whether carried out for profit or not, and whether
public or private involved in preparation, processing, manufacturing, packaging, storage,
transportation, distribution, and handling of food (ashfield.gov.uk, 2019).
Micro Enterprises Any business activity or enterprise with one (1) to nine (9) employees; and
has an asset size of ₱3,000,000 or less (senate.gov.ph, 2012).
Small Enterprises Any business activity or enterprise with ten (10) to ninety-nine (99)
employees; and has an asset size of ₱3,000,001 to ₱15,000,000 (senate.gov.ph, 2012).

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Medium Enterprises Any business activity or enterprise with one hundred (100) to one
hundred and ninety-nine (199) employees; and has an asset size of ₱15,000,001 to
₱100,000,000 (senate.gov.ph, 2012).
Perspective. A particular attitude towards or way of regarding something; a point of view
(en.oxforddictionaries.com, 2019).

Conceptual Framework

 Brand Identity
 Perspective in Practices Guidelines
Brand in Brand
Management Management for
 Implementation Micro, Small and
of Brand Medium Enterprises
Management

Problems
Encountered

Figure 1.1. Conceptual Framework of MSMEs’ Brand Management

Figure 1.1. shows the Conceptual Framework of Micro, Small, and Medium Enterprises
(MSMEs) Brand Management. MSMEs must consider the following aspect for them to have
an efficient and effective practices guidelines in Brand Management that will lead to the growth
and betterment of their business. The following aspects includes Brand Identity, the message
the consumers must receive from the product they are offering; the person they interact with;
the perspective in brand management of the owner or manager of the business; and how Brand
Management must be implemented in the business operation and performance and to be able
to implement the practices guidelines in Brand Management it must be taken into consideration
the problems or difficulties encountered by the MSMEs and the owner or manager towards
managing their brand and business.