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The role of brand identity for new ventures
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Orientador(es)
Resumo(s)
The purpose of this project is to discuss the impact of the brand identity on building a
positive brand image and consequently a strong brand in new ventures. This study
concludes that a good brand identity and its consistent transmission through signals are
necessary to have a positive brand image. But it also concludes that entrepreneurs have
other sources to build their brand, which contribute to differences between the brand
identity and brand image. My empirical analysis allows concluding that a new
successful firm needs consistency with the identity to build a strong brand but also some
entrepreneurial central aspects.
Descrição
A Work Project, presented as part as the requirements for the Award of a Masters Degree in Management from the Nova School in Business and Economics
Palavras-chave
Entrepreneurship Brand identity Signaling Brand image