Media Outlook 2004


Godfrey Phillips
City Business Journals

Over the past five years, marketers have increasingly focused on the importance of brand in differentiating themselves from their competition. In the global business arena, brands are evaluated from a global as well as a domestic perspective, as senior management has come to increasingly associate the value of their company with the value of their brand.

Most brand research has traditionally focused on the consumer market. Lately, however, there has been an effort to focus on the hard-to-reach c-suite or corporate brand, and the small business market seems to be the sector that has been left out.

Why is this market important? To begin with, it is a substantial and vital component of our economy. Size estimates for the small business market range from 7 million companies to a robust 20-plus million companies when including home-based and single- person operations. According to the U.S. Small Business Administration, small businesses represent 99.7 percent of all employers.