Start-ups’ branding

Our article “Brand new ventures? Insights on start-ups’ branding practices” has just been published by the Journal of Product & Brand Management (Vol. 19 Iss: 5, pp.356 – 366, 2010). The paper aims to shed light on the specificity of branding approaches for young companies for the reason that branding is a crucial activity forContinue reading “Start-ups’ branding”