Managing a start-up brand from founder competence and nets
This Master’s degree thesis research studies the phenomenon of branding in a start-up context through the concepts of brand orientation, branding activities, brand design and brand identity. An especial focus is placed on how founder and employee traits such as reputation can be managed into the sta...
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/65210 |