Startup Branding Funnel: A New Approach for Developing Startup Brands

Singapore: Global Science and Technology Forum (GSTF), 2015, pp. 32-34.

In: Proceedings of the 4th Annual International Conference on Enterprise Marketing and Globalization (EMG 2015)

5th Annual International Conference on Innovation and Entrepreneurship (IE 2015), Singapore, 14th-15th December 2015

4 Pages Posted: 22 Aug 2017

See all articles by Maja Konecnik Ruzzier

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Mitja Ruzzier

University of Primorska

Date Written: 2015

Abstract

In the past, branding was generally related to large companies, even multinationals. Today's fierce environment in combination with endless use of information and communication technology has significantly changed the rules in the area of branding. Branding has become an important issue among startups all over the world. This was confirmed in 45 interviews with startup founders and other stakeholders from the entrepreneurial ecosystem spread across four different continents. Discussions with them confirmed our initial proposition, that for today's success in the market, companies need to search not only product-market fit but also brand-market fit. In comparison to larger companies, branding in startups follows the idea of the lean approach; with each iteration, branding responds even more to modern customers. Combining previous knowledge from branding and entrepreneurship area and with the help of in-depth interviews we proposed startup branding funnel (SBFunnel), a new approach for developing startup brands, consisting of four phases and eleven building blocks, that entrepreneurs should follow in order to develop and implement successful brands.

Keywords: startups, branding, brand, lean, model, SBFunnel, in-depth interviews

JEL Classification: M31; M39

Suggested Citation

Konecnik Ruzzier, Maja and Ruzzier, Mitja, Startup Branding Funnel: A New Approach for Developing Startup Brands (2015). Singapore: Global Science and Technology Forum (GSTF), 2015, pp. 32-34. , In: Proceedings of the 4th Annual International Conference on Enterprise Marketing and Globalization (EMG 2015), 5th Annual International Conference on Innovation and Entrepreneurship (IE 2015), Singapore, 14th-15th December 2015, Available at SSRN: https://ssrn.com/abstract=3020786

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Mitja Ruzzier

University of Primorska ( email )

Cankarjeva 5
Koper, SI-6000
Slovenia

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
653
Abstract Views
1,609
rank
51,864
PlumX Metrics