Branding for startups : building brand identity with fewer resources
| dc.contributor.advisor | Kang, Long | |
| dc.contributor.advisor | Lieb, Manfred G | |
| dc.contributor.department | Faculty of Business Administration | |
| dc.contributor.other | Berlin International University of Applied Sciences | |
| dc.date.accessioned | 2019-01-16 | |
| dc.date.accessioned | 2025-11-28T13:28:06Z | |
| dc.date.available | 2025-11-28T13:28:06Z | |
| dc.date.issued | 2018 | |
| dc.description | ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences | |
| dc.description.abstract | "This research considers the concept of brand management in order to build a strong brand identity in general and especially for startups. However, startups have to balance between the high costs of advertising and low revenue. The author tries to study lean startup method in combination with six brand identity facets and Storytelling as a solution for startups, the solution is to build a sustainable and healthy startup with strong brand identity, to benefit from a good brand with fewer resources. The research is based on two approaches which are connected. Firstly, secondary data is collected from the literature concerning lean startups, branding, brand identity, and storytelling. Then, interviews are collected as primary data. The main theory approach for the research connects the secondary and primary data by making a persistent association between the findings. The findings are in three dimensions, based on Kiron Open Higher Education gGmbh, an educational platform for refugees as a case study and from eight interviewees with different backgrounds and experiences. In fact, the Lean Startup and combination with storytelling present a solution for startups, especially in their early age." | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | Abstract -- Acknowledgments -- List of figures -- INTRODUCTION : Topic background : What is a brand? ; What is brand identity? ; What is a startup? ; The lean startup -- Research aims -- Research questions -- Methods and material -- THEORETICAL FRAMEWORK : Literature review -- Lean startup model -- Building brand identity : Brand identity and positioning ; The six facets of brand identity -- Storytelling -- RESEARCH HYPOTHESES -- METHODOLOGY : Sample -- Methods of data collection -- Methods of data processing and analysis -- Reliability and validity -- Interviews interpretation and details -- INTERVIEWS ANALYSIS AND REFLECTION WITH THE THEORY : Startups and lean startup model : Startup ; Lean startup model -- Branding and storytelling -- DISCUSSION : Answering the research questions -- Recommendations -- For future research -- References -- APPENDICES : Appendix 1 : Business model canvas -- Appendix 2 : Lean canvas -- Appendix 3 : Interview guide | en |
| dc.identifier.uri | https://repository.berlin-international.de/handle/123456789/1015 | |
| dc.language.iso | eng | |
| dc.subject | Branding | |
| dc.title | Branding for startups : building brand identity with fewer resources | |
| dc.type | Thesis |