Squaring small and medium businesses and branding post Covid-19 in Nigeria: Tripartite imperatives for performance.

Since the Corona virus is expected to create a paradigm shift of so called new normal, contemplation of imperatives needed to adapt to the post Covid-19 world is in order. In the case of Nigeria, the already troubled small and medium business (SME) sector and branding of small businesses require attention. Departing from the strict marketing perspective it is typically understood, branding is construed as a function of the overall state of a society in this article.