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Branding for startup companies in Sweden: A study on startups brand building
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim: The aim of this study is to explore the factors that influence the brand building in startup companies.

Method: This study implements a qualitative approach and consists of twelve startup companies located in Sweden.

Results and Conclusion: The findings suggest that the design of a brand (name and visual aspects), the use of social media, event participation and establishing partnerships is important parts of brand building. In addition, startups frequently make use of employees’ and entrepreneurs’ individual personality for branding purposes. Not only do all participants view branding as an important part of their business but a few respondents even feel it is crucial for the survival of their business.

Suggestions for further research: The participants of this study reside in separate industries. This, combined with the sample size is not evidence enough to draw conclusion upon similarities and differences between startups branding practices in terms of industry. Thus, this could be interesting undertaking in the future due to the limited research on this topic.

Contribution of the study: This study adds to the existing body of knowledge by uncovering factors such as brand design and social media, to name a few, that is used by startups to build their brand. As a result of this study insights has been given on the importance of branding and the strategies used to increase the brand equity of startups.

Place, publisher, year, edition, pages
2017. , 65 p.
Keyword [en]
branding, startups, branding activities, brand equity, entrepreneur
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-23705OAI: oai:DiVA.org:hig-23705DiVA: diva2:1078368
Subject / course
Business administration
Educational program
Business administration – master’s programme (one year)
Supervisors
Examiners
Available from: 2017-03-29 Created: 2017-03-03 Last updated: 2017-03-29Bibliographically approved

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Branding for startup companies in Sweden(843 kB)170 downloads
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CiteExportLink to record
Permanent link

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