Business marketing dimensions in brand equity and their relationship with the growth of MSMEs

Abstract

The present study aims to determine how brand equity influences the growth of MIPYMEs from the dimensions of entrepreneurial marketing, understood as a strategic factor for building brand value. The research problem arises from the difficulties that many MIPYMEs face in positioning themselves in highly competitive markets, especially due to limitations in financial resources, marketing strategies, and brand management. To address this issue, a documentary and analytical research approach was used, related to entrepreneurial marketing, brand positioning, and brand equity. Based on the analysis of different studies and theoretical contributions, the main strategies related to the dimensions of entrepreneurial marketing were identified, such as customer orientation, experience management, strategic communication, and innovation in the value proposition, together with the consolidation of brand equity. The results show that the proper management of brand equity allows MIPYMEs to improve their market positioning, strengthen their relationship with customers, and generate sustainable competitive advantages. Finally, accessible marketing strategies were identified, especially the use of digital tools and social media, as efficient alternatives to strengthen brand visibility without requiring large investments. The study concludes that the strategic management of brand equity is a key factor for promoting the development and competitiveness of MSMEs.