Emerging Branding Strategies and Value Creation Through Product Service System in SMEs

Value creation is a significant key factor in branding strategies. Currently SMEs have a significant place in the worldwide development for each national economy and they can provide interesting branding processes. Product Service System (PSS) is gathering tangible and intangible features related to this topic. While the tangible features include the company products, whereas services can be considered among intangible features. In this paper, authors discussed on the role of PSS in brand values creation in the area of furniture industry SMEs. In particular, the study focuses on the definition of PSS mainly related to branding and how digitalizalization effect company assets. The research analyses Lago Design brand as a case study among the emerging European SMEs investigating on the effects of digital services in value creation and on the rising success of the company even during the COVID-19 pandemic era.