Branding Impetus for Start-Ups: Relevance and Rhetoric

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Author(s): Umashankar Venkatesh (Great Lakes Institute of Management, India)
Copyright: 2018
Pages: 21
Source title: Global Entrepreneurship and New Venture Creation in the Sharing Economy
Source Author(s)/Editor(s): Norhayati Zakaria (University of Wollongong in Dubai, UAE)and Leena Ajit Kaushal (Management Development Institute, India)
DOI: 10.4018/978-1-5225-2835-7.ch004

Keywords: Business & Management / Business Science Reference / Entrepreneurship / Entrepreneurship & Innovation

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Abstract

Startups face multiple challenges in the initial stages of their existence, characterized by resource constraints, they encounter – financial, legal and reputational risks. Gaining traction in the market, and scaling-up is the main thrust of any such business. Most start-ups come into existence on the basis of an innovative idea for a service or product, presented in the form of a business proposition. The consequence of this is - how do they establish this ‘new' idea/concept or product in the chosen market. A bigger question to answer is also the reputational non-existence of the start-ups when they are relatively unknown to most stakeholders and publics - relevant for growth and success. This chapter explores the relevance and importance of branding for startups based on literature and industry cases. The chapter concludes with outlining directions for brand building in the context of both B2C and B2B startups.

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