Is it a mistake for a new venture to think like a small business? The importance of corporate branding

John H. Batchelor, Maggie M. Davis, Timothy R. Mcilveene, Dennis Barber Iii and Robert D. Perkins
Additional contact information
John H. Batchelor: Professor and Chair, Department of Business Administration, Lewis J. Bear, Jr. College of Business, University of West Florida, USA
Maggie M. Davis: Assistant Professor, Lewis J. Bear, Jr. College of Business, University of West Florida, USA
Timothy R. Mcilveene: Assistant Professor, Lewis J. Bear, Jr. College of Business, University of West Florida, USA
Dennis Barber Iii: Chesnutt-Bond Distinguished Professor of Entrepreneurship, Miller School of Entrepreneurship, East Carolina University, USA
Robert D. Perkins: Assistant Professor (Retired), Lewis J. Bear, Jr. College of Business, University of West Florida, USA

Journal of Brand Strategy, 2025, vol. 14, issue 1, 72-91

Abstract: This paper explores the role of branding in new-venture growth, focusing on how corporate branding communicates brand identity to target markets. Early-stage new ventures require unique branding strategies that differ from the branding strategies of established small and medium-sized enterprises and large corporations. Effective branding for new ventures involves targeting niche products and specific markets, utilising techniques distinct from larger organisations, such as promotional events rather than sales discounts. This theoretical study presents research-based propositions highlighting the critical importance of early-stage corporate branding in enhancing growth and survivability for new firms. By emphasising the unique aspects of new-venture branding, this study aims to guide scholars and practitioners in developing more effective branding strategies for emerging businesses.

Keywords: new venture; corporate branding; integrated brand; growth; brand elements; brand identity (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/9317/download/ (application/pdf)
https://hstalks.com/article/9317/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2025:v:14:i:1:p:72-91

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().