Abstract: Journal of Global Perspectives on Society, Culture, and Development

Abstract:
Branding has become an essential element in business sustainability in the local and international markets. Brand ing serves the purpose of creating awareness of a particular product to end-users. However, branding management has evolved over time, and n-undoubtedly, Digital Era played a prominent role in a product’ s sustainability in the market especially in the cosmetic industry. Compared to Giant companies, local SME’ s are mislaid in digitalization and innovation in Branding. Previous studies cover traditional types of branding elements and many study suggest ing for digitalization implementation in Branding. This study aims to explore about innovative branding approach of start-up level SME’ s in determining their commercialization and performance. Based on the Keller Brand Equity theory and Diffusion Innovation theory, this paper will analyze the role of innovation resources' role in branding performance and commercialization. At the end of this paper, a framework has been developed to contribute to fur ther studies in branding management.