Assembling the Start-up Brand: A Process Framework for Understanding Strategic Communication Challenges

The proliferation of start-ups and their contribution to the global economy is well-documented as high failure rate, a paradox attributable in large part inadequate attention ascribe establishing strong brand. Premised on idea that brand-building an active process meaning-making assemblage layers professional material activities, our study offers empirically grounded approach start-up branding. Based inductive analysis interviews with co-founders 15 scale-up brands, we propose framework branding highlights strategic communication processes by which entrepreneurs bring products market. Through this contribution, make clear entrepreneurial brand building not one-size-fits all there no linear pathway. While predictive success, it indicative new formulation how can be used understand evaluate within organizations.