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Describing the brand identity of a start-up: A qualitative research
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Companies nowadays cannot differentiate efficiently enough through their products, therefore require strong brand identities. Especially start-up companies without fully developed products rely on the brand identity to communicate efficiently with its potential customers.

Purpose: The purpose of this paper is to describe the brand identity of a start-up by applying commonly used models of brand identity and to see the extent of applicability of these models in the case of a start-up.

Design/Methodology/Approach: Qualitative research that includes semi-structured interviews with seven participants, where five interviewees work within the company and two interviewees who have a close working connection to it.

Findings: The models used are to a small extent applicable in terms of brand personality and brand culture. A brand identity has been described from the same perspectives.

Theoretical and Managerial Implication: Adjustment of existing models according to changes in business related settings is argued. Further establishment of the components of brand culture is recommended.

Place, publisher, year, edition, pages
2018. , p. 82
Keywords [en]
Branding, Brand identity, start-up, brand personality, personality traits, brand culture, brand relationship
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-74623OAI: oai:DiVA.org:lnu-74623DiVA, id: diva2:1210478
External cooperation
Addlrr
Subject / course
Business Administration - Marketing
Supervisors
Examiners
Available from: 2018-06-01 Created: 2018-05-28 Last updated: 2018-06-01Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf