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Exploring Branding Practices of Swedish Start-ups

Drakoulis, Alexandros LU and Lipovsek, Sasa LU (2015) BUSN39 20151
Department of Business Administration
Abstract
Brand management of start-ups is an under-researched area of study. The aim of this study is to uncover the branding practices of start-ups in Sweden and specifically to examine the perceived importance of branding, identify the brand identity creation process, reveal the brand positioning strategies employed by such firms and expose the most relevant brand building activities among the field.
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author
Drakoulis, Alexandros LU and Lipovsek, Sasa LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Start-ups, Brand identity, Brand positioning, Brand building activities, Sweden
language
English
id
7508979
date added to LUP
2015-07-01 15:53:07
date last changed
2015-07-01 15:53:07
@misc{7508979,
  abstract     = {Brand management of start-ups is an under-researched area of study. The aim of this study is to uncover the branding practices of start-ups in Sweden and specifically to examine the perceived importance of branding, identify the brand identity creation process, reveal the brand positioning strategies employed by such firms and expose the most relevant brand building activities among the field.},
  author       = {Drakoulis, Alexandros and Lipovsek, Sasa},
  keyword      = {Start-ups,Brand identity,Brand positioning,Brand building activities,Sweden},
  language     = {eng},
  note         = {Student Paper},
  title        = {Exploring Branding Practices of Swedish Start-ups},
  year         = {2015},
}