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Startup Branding: Empirical Evidence among Slovenian Startups

Author

Listed:
  • Matej Rus

    (University of Maribor, Slovenia)

  • Maja Konecnik Ruzzier

    (University of Ljubljana, Slovenia)

  • Mitja Ruzzier

    (University of Primorska, Slovenia)

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.

Suggested Citation

  • Matej Rus & Maja Konecnik Ruzzier & Mitja Ruzzier, 2018. "Startup Branding: Empirical Evidence among Slovenian Startups," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 16(1 (Spring), pages 79-94.
    • Handle: RePEc:mgt:youmgt:v:16:y:2018:i:1:p:79-94
    DOI: 10.26493/1854-6935.16.79-94
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    branding; startup; story; innovation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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