Publicação
Brand creation and brand development process in start-ups
| Resumo: | While the research about the strategic importance of corporate brands and corporate brand management in large organizations is abundant, the knowledge about the process of brand building in start-ups is still limited. Literature suggests, however, that branding is a vital activity for the survival and success of start-ups since it expedites acquiring and maintaining customers. Given the importance of branding in start-ups, the primary purpose of this study is to discover how start-ups create and develop their brands. The investigation looked into the relevant literature on branding from several perspectives, such as branding in small and medium-sized enterprises (SMEs) and start-ups and took a deep dive into the process of brand creation and brand development. The interpretative paradigm was selected, and the qualitative approach was applied to answer the research question. Using purposeful sampling, 25 Portuguese start-ups are selected, and the content analysis technique is applied to interpret the qualitative data. Grounded theory and its constructivist paradigm were employed to analyze the collected data. Based on the extracted and analyzed data, we proposed a new model for brand creation and brand development process in start-ups called: "The Navigator Pyramid – Methodology For Building A Start-up Brand", which can be further analyzed and tested in future research. Finally, the research is concluded by presenting the contribution of the study, its limitations, and future research avenue. |
|---|---|
| Autores principais: | Bagheri, Marco Enzo |
| Assunto: | Brand creation Brand development Grounded theory Process Start-ups Criação de marca Desenvolvimento de marca Processo Teoria Fundamentada |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade do Minho |
| Idioma: | inglês |
| Origem: | RepositóriUM - Universidade do Minho |
| Resumo: | While the research about the strategic importance of corporate brands and corporate brand management in large organizations is abundant, the knowledge about the process of brand building in start-ups is still limited. Literature suggests, however, that branding is a vital activity for the survival and success of start-ups since it expedites acquiring and maintaining customers. Given the importance of branding in start-ups, the primary purpose of this study is to discover how start-ups create and develop their brands. The investigation looked into the relevant literature on branding from several perspectives, such as branding in small and medium-sized enterprises (SMEs) and start-ups and took a deep dive into the process of brand creation and brand development. The interpretative paradigm was selected, and the qualitative approach was applied to answer the research question. Using purposeful sampling, 25 Portuguese start-ups are selected, and the content analysis technique is applied to interpret the qualitative data. Grounded theory and its constructivist paradigm were employed to analyze the collected data. Based on the extracted and analyzed data, we proposed a new model for brand creation and brand development process in start-ups called: "The Navigator Pyramid – Methodology For Building A Start-up Brand", which can be further analyzed and tested in future research. Finally, the research is concluded by presenting the contribution of the study, its limitations, and future research avenue. |
|---|