Abstract
Purpose – This paper aims to shed light on the specificity of branding approaches for young companies for the reason that branding is a crucial activity for the survival and success of a newly established firm as it facilitates finding and maintain customers.Design/methodology/approach – Adopting a case study methodology, mainly through in‐depth interviews with CEOs and communication managers, 15 of the largest and most successful start‐up companies of Switzerland were analyzed.Findings – The paper establishes an overview on the current practices and rational of the brand building activities choices, and on the emblematic pitfalls regarding branding of new ventures. It suggests that young companies should not be forced to compare their branding strategies to multinational firms and proposes a framework and key guidelines for start‐up branding.Research limitations/implications – Given that this study focuses specifically on Switzerland, the findings might not be fully applicable to different economic situa...
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