Branding For Start-ups : A focus on the brand identity
Biaudet, Tomas (2017)
Biaudet, Tomas
Yrkeshögskolan Arcada
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017053010979
https://urn.fi/URN:NBN:fi:amk-2017053010979
Tiivistelmä
The thesis explores the notions of Brand Identity and Lean Start-ups. The aim is to determine what elements of brand identity should be developed by start-ups in their early growth to be more effective in their marketing and the aim is also to see how could this brand identity development fit within the lean start-up method. The Helsinki start-up hub is the geographical limitation of this research. In order to generate an overview and some more theoretical findings, interviews were made to have a new data and a broader focus on the topic.
The research is based on two approaches which are deeply connected. At first, secondary data is collected from literature concerning brand identity and lean start-ups. Then, interviews are collected as primary data. The grounded theory approach for the research connect the secondary and primary data by making a constant comparison between the findings.
The results show us that notions of vision, team and their communication are parts of the brand identity that are looked up in an early stage. The lean start-up model does also bring some solutions in the development of a brand identity but is not fundamentally adapted to that purpose.
The research is based on two approaches which are deeply connected. At first, secondary data is collected from literature concerning brand identity and lean start-ups. Then, interviews are collected as primary data. The grounded theory approach for the research connect the secondary and primary data by making a constant comparison between the findings.
The results show us that notions of vision, team and their communication are parts of the brand identity that are looked up in an early stage. The lean start-up model does also bring some solutions in the development of a brand identity but is not fundamentally adapted to that purpose.