The Brand in the Context of SMEs

The Brand in the Context of SMEs Case Studies in the Food Sector

The brand in the context of Small and Medium Enterprises is a subject of enormous importance within the Communication Design. However, researchers have not given it sufficient attention, focusing more on Large Companies. This theme seemed to us quite relevant, since these companies play a critical role in our corporate structure, and for some time now it began a great interest by SMEs in building their brands. After some reflection, it was concluded that the most effective way to investigate this issue would be doing an internship, since it allows the direct analysis of brand management within companies, as well as the way that this could strengthen and contribute to your external success. It also allows to

know how the concept of brand management in SMEs differs from conventional concepts, used by large companies. In addition, the completion of an internship is always an assest, since it is part of a learning process central to the entry into employment. In addition to the preparation that acquires the level of reality of professional practice, there is also the possibility of applying all the theoretical knowledge acquired through the Curricular Units, and thus the more effective learning. In this case, specifically, we will opt for doing the internship in a local business in Castelo Branco, the Playme Studio. For this research, I have searched for a mixed methodology. First, let it be a literary study through selection, analysis and synthesis of information in books, journals, articles, relevant sites and also in previous investigations. Recourse to a qualitative methodology and not interventionist. During the internship the interventionist methodology will be active, because projects will be developed and practical study of cases.

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