Abstract
This study assesses how participation in trade fairs enhances brand awareness for small and medium enterprises (SMEs) at the Lagos International Trade Fair (LITF), with particular focus on the 2025 edition held at Tafawa Balewa Square (TBS), Lagos. Trade fairs provide strategic platforms for branding, product promotion, and relationship building; however, the extent to which participation contributes to SME brand awareness in emerging economies remains underexplored in marketing research. Adopting a qualitative research approach, this study combines on-site observations and semi-structured interviews with selected SME exhibitors at major trade fair organized in Lagos. The research examines how participation variables such as booth presentation, product demonstration, promotional materials, and interpersonal selling influence brand recognition, recall, and visitor perception. The Lagos trade fair environment, which attracts thousands of exhibitors and visitors annually across diverse sectors, offers a dynamic setting in which repeated exposure and direct interaction shape branding outcomes. Key participation attributes, including booth visibility, staff engagement, and experiential communication, were assessed for their contribution to enhancing SME brand prominence and memorability. Findings indicate that active participation in trade fairs significantly improves brand awareness by increasing direct exposure, facilitating meaningful customer interactions, and strengthening perceived brand credibility. Well-designed displays and interactive demonstrations were found to exert the strongest influence on visitor recall and recognition of SME brands. The study demonstrates that trade fairs function not only as sales and networking platforms but also as powerful branding environments that support SME market positioning in competitive urban contexts. By highlighting the branding value of trade fair participation, the research contributes to experiential marketing and SME branding literature within an emerging economy setting. Practically, the findings provide guidance for SME owners, marketing managers, and exhibition organizers on how to design participation strategies that optimize brand awareness and long-term competitiveness in Lagos.