Brand Identity Development in Start-Ups

In his latest article Richard Gyrd-Jones together with a colleague from Oulu Business School, Finland follow the process of the emergence of brand identity in Business-to-Business (B2B)  starts-up. In this article we demonstrate how brand identity in start-ups emerges over time in interaction with key stakeholders. Key findings are:
1. Brands are relevant for B2B start-ups since it is often the brand and not the technology that stakeholders and customers relate to
2. corporate brand identity is not fixed, but develops over time as stakeholders interact with the brand and respond to it
3. Brands develop as stories (narratives) through these interactions (performances).

The article can be viewed here:

“Development of new B2B venture corporate brand identity: A narrative performance approach”
https://doi.org/10.1016/j.indmarman.2017.05.002