The role of brand identity for new ventures

Publicação

datacite.subject.fos	Ciências Sociais::Economia e Gestão
dc.contributor.advisor	Meisiek, Stefan
dc.contributor.author	Francisco, Ana Margarida Pimentel Neves
dc.date.accessioned	2026-07-30T10:25:00Z
dc.date.available	2026-07-30T10:25:00Z
dc.date.issued	2008-07
dc.date.submitted	2008-07
dc.description	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
dc.description.abstract	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.	eng
dc.identifier.uri	http://hdl.handle.net/10362/204979
dc.language.iso	eng
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/
dc.subject	Entrepreneurship
dc.subject	Brand identity
dc.subject	Signaling
dc.subject	Brand image
dc.title	The role of brand identity for new ventures	eng
dc.type	master thesis
dspace.entity.type	Publication
thesis.degree.name	Mestrado em Gestão

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