Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
Improving Branding Efforts Among Startups by Understanding Brand Identity and Brand Image: A Multi-Case Study on Startups
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2018 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Two different subjects that have been well researched over the last couple of decades are branding and startups. The intersection of these two subjects has however not been covered nearly as much. Some researchers go as far as claiming it to be an oxymoron. Built on this has this thesis been conducted in order to narrow this gap in research and shed light on the importance of branding efforts among startups. The objective of this study has been:

To provide a deeper understanding of brand identity and brand image among startups 

To fulfill this objective, two sub-objectives were established:

To examine if there exists a gap between brand identity and brand image among startups

To identify which key factors that influence brand identity and brand image among startups

The study has been of an explorative and descriptive character with a deductive approach. For research strategy was embedded multi-cases chosen. Data collection has been collected by conducting semi-structured, qualitative interviews. This data has later been analyzed with the analyzation methods within-analysis and cross-case analysis.

The finding of the study is that there exists a mismatch between the view of the management and the view of the customers. It can therefore be concluded that there is a gap between the brand identity and the brand image among the three startups investigated in this study. Communication and relationship have furthermore been found to be key aspects that affect the magnitude of the gap. 

The practical implication to be taken from this study is the importance of branding in the early stages of a company. It can furthermore be important for practitioners, mainly managements of startups to be aware of the key aspects communication and relationship, and to work with branding even in the early years of a company. The theoretical contribution has been to investigate in an area where limited research has been made but more is needed. The need of research for entrepreneurs to rely on are desired.

Place, publisher, year, edition, pages
2018. , p. 57
Keywords [en]
Brand Identity, Brand Image, Startups
National Category
Work Sciences
Identifiers
URN: urn:nbn:se:ltu:diva-69178OAI: oai:DiVA.org:ltu-69178DiVA, id: diva2:1214943
Educational program
Industrial and Management Engineering, master's level
Supervisors
Examiners
Available from: 2018-06-13 Created: 2018-06-07 Last updated: 2018-06-13Bibliographically approved

Open Access in DiVA

fulltext(1165 kB)1022 downloads
File information
File name FULLTEXT01.pdfFile size 1165 kBChecksum SHA-512
3cb1b8975397681580c302a02b7b1fb2cc79b2d4c3b3520476a421b10321a75b342a9365f4defb58af6774001349614ea92209c728adb72864124c6c092a7b22
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Kempff, Marcus
By organisation
Department of Business Administration, Technology and Social Sciences
Work Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 1022 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1505 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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