Building a Minimum Viable Brand – Best Practice for Startups

Simon Walter, Florian Heinemann, Philipp Haberstock and Torben Wiesmann

Marketing Review St.Gallen, 2023, vol. 40, issue 3, 62-69

Abstract: Based on a joint research project by venture capital investor Project A and the International School of Management, this article discusses the concept of the minimum viable brand and proposes a corresponding framework for early-stage ventures.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:293989

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