A study of web-branding practices among Small-Medium Enterprises (SME) In Kuching / Thereasa Rose Keith

Malaysia is an international brand that must continue to be nurtured and actively developed. Branding is particularly important for small medium industries as it serves as a central nexus of communication between an enterprise and its customers where it helps to convey the message of their product attributes to their clients. For that reason, SME must do more than just making good products in order to remain competitive and to
consistently punching above its weights. Kuching is one of the fastest growing businesses and administrative centers that has initiated and implemented a series of national plans and activities to promote the diffusion of e-commerce in both public and private sectors. Although still at its starting stages, internet is one of the growth areas for information and communication technologies in the district. The brand management has been exposed to various changes and challenges with the introduction and diffusion of internet into the business arena. Although internet has
powerful advantages which can be exploited to amplify the offline marketing tool to make brand-building program more effective, most ofthe local SME entrepreneurs still have very limited use of this medium. Thus this study tries to assess our local SME’s degree of practice on their web site in promoting and building their web brands. Several recommendations have been put forward based on the finding so as to enhance their level of practice to achieve their branding objectives. The web is a wonderful place for brands that can deliver genuine value and ways to get
maximum exposure of company’s websites presence. With web sites it helps people to find things they need quickly. The web challenges the brand to do something useful. The brand cannot hide behind clever, gimmicky marketing. It has to stand up and be delivered. Besides, the web has an advantage ofinteractivity that gives visitor a holistic experience of your brand and visitors dig deeper to thoroughly understand your product at his or her expense. Quality, usefulness, speed, convenience - these are the attributes consumers’ demand ofweb brands.