A timeline of creating a corporate brand – Multiple case study on Finnish start-ups
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Journal Title
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Volume Title
School of Business |
Master's thesis
Authors
Date
2023
Department
Major/Subject
Mcode
Degree programme
International Design Business Management
Language
en
Pages
62
Series
Abstract
Startups are often characterized by rapid growth and innovative solutions. For such growth and innovation to take place, startup companies need to use their limited resources wisely. One key aspect of growth is building a strong corporate brand. Existing research on startup branding has shed light on best practices and challenges characteristic to startup branding but has not examined brand building in the context of different life cycle stages, especially stages of funding. This study explores how selected case companies have built their brand during different stages of their life cycle and how this intersects with the funding they have received from investors. Through a qualitative study, the research aims to gain insights from startup professionals that are involved in developing the corporate brand of their respective companies. Based on the findings of the study, startups undertake similar branding related projects at similar points in their life cycle. The findings also indicate that Finnish startups tend to outsource their branding at similar stages, by starting a partnership with branding agencies or freelancers. The level of outsourcing is much higher than what existing research on outsourcing in startups would indicate. This thesis contributes to academic literature by exploring an aspect of branding previously only studied in the context of SMEs and MNEs. Furthermore, the study combines the findings of the research process with several existing frameworks on branding and startup life-cycle stages, forming a rudimentary timeline of how branding takes place over time.Description
Thesis advisor
Turunen, TaijaKeywords
brändäys, kasvuyritykset, yritysbrändi, elinkaari