Branding Small Businesses in Small Communities

Abstract

Communication Studies with Pedagagy Option

Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as well as some key components to branding in a small community. With that knowledge established, this thesis will pinpoint the weaknesses in Phoenix Elite’s branding and create a branding campaign to help strengthen those weaknesses. The overall goal of this thesis is to create a better understanding of branding small businesses in small communities.

Date of Award	2021
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Matthew J. Gill (Supervisor)