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Nasiri, Ahmad, Richards Carpenter, Nastaran and Ghasemi, MohammadSadegh (2025) Applicability of Kapferer’s brand identity prism to SMEs. In: 3rd National Conference on Modern Management and Startups, 19 June 2025, Shiraz, Iran.
This commentary article explores the applicability of Jean-Noël Kapferer’s Brand Identity Prism (BIP) to Small and Medium-sized Enterprises (SMEs), addressing both the challenges and adaptation strategies. While the BIP offers a strong framework for developing brand identity, SMEs often face obstacles in benefiting from it mainly due to resource constraints, expertise limitations, and market volatility. However, by adopting phased implementation, embracing co-creation and collaboration, leveraging digital tools, and conducting continuous monitoring, SMEs can adapt the framework to suit their specific needs and circumstances. This commentary bridges the gap between theory and practice, offering actionable insights for SME managers and encouraging marketing scholars to refine branding models to better suit the needs of smaller enterprises.
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