Startup Branding: Empirical Evidence among Slovenian Startups

Matej Rus, Maja Konecnik Ruzzier and Mitja Ruzzier
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Matej Rus: University of Maribor, Slovenia
Maja Konecnik Ruzzier: University of Ljubljana, Slovenia
Mitja Ruzzier: University of Primorska, Slovenia

Managing Global Transitions, 2018, vol. 16, issue 1 (Spring), 79-94

Abstract: Branding seems to be an important issue among all companies, also among newly established and young companies with high growth potential or so-called startups. This was also confirmed in our empirical research, conducted among 195 Slovenian startups. Startup founders/ceos see branding as the most important business strategy in their companies. Separated startup branding building blocks were evaluated as similarly important, from brand vision and context building blocks to brand development and its implementation. These findings bring important managerial implications not only for startups, but also for other companies that want to treat and maintain their brands as dynamic and evolving entities.

Keywords: branding; startup; story; innovation (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2018
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DOI: 10.26493/1854-6935.16.79-94

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