Branding Approaches of Start-Up Companies kitap kapağı
Kitap başlığı:

Branding Approaches of Start-Up Companies

An Exploratory Analysis of Current Practices in Switzerland

AV Akademikerverlag (2014-12-23 )

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ISBN-13:

978-3-639-72001-3

ISBN-10:
3639720016
EAN:
9783639720013
Kitabın dili:
İngilizce
Özet:
This book presents the approach to branding activities of the biggest start-up companies of Switzerland. The goal is to analyze the practices and the level of reception of branding concepts by newly created companies. For this purpose, fifteen start-up companies in Switzerland were studied and compared from the branding and corporate communication point of view. Even though a vast literature covers the topic of branding for well-established companies, still very few studies focus on the crucial starting phase of a company. The study took place in 2006 and analyzed the branding activities of fifteen among the largest Swiss start-ups. The companies are analyzed from a branding perspective through interviews, observations, website and logo analysis. Theoretical and practical implications are illustrated, with the aim to extrapolate useful information for entrepreneurs.
Yayınevi:
AV Akademikerverlag
Websitesi:
http://www.akademikerverlag.de/
Yazar:
Sabrina Bresciani
Sayfa sayısı:
136
Yayın tarihi:
2014-12-23
Hisse:
Mevcut
Kategori:
Reklam, pazarlama
Fiyat:
36.90 €
Anahtar kelimeler:
Brand, Entrepreneurship, Marketing, Start-ups, Switzerland, New Ventures

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