The paper explores the relationship between the adoption of brand management activities and economic performance in micro and small enterprises within new segments of mature markets. Both qualitative and quantitative approach have been used. Specifically, data were collected from eight case studies and a sample of 94 microbreweries operating in Italy. While a negative relationship with brand management activities is observed, economic performance is positively and significantly related with product quality.
Keywords: Small business, brand management, product quality, marketing, breweries, performance.