Brand New Ventures ? Insights on Start-up ’ s Branding Practices

  title={Brand New Ventures ? Insights on Start-up ’ s Branding Practices},
  author={Sabrina Bresciani and Martin J. Eppler},
Purpose – This contribution aims to shed light on the specificity of branding approaches for young companies for the reason that branding is a crucial activity for the survival and success of a newly established firm as it facilitates finding and maintain customers. Design/methodology/approach – We analyze fifteen of the largest and most successful start-up companies of Switzerland, adopting a case study methodology, mainly through in-depth interviews with CEOs and communication managers… CONTINUE READING
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