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dc.contributor.advisorAlajoutsijärvi, Kimmo
dc.contributor.authorMoisiola, Jani
dc.date.accessioned2019-08-09T05:31:18Z
dc.date.available2019-08-09T05:31:18Z
dc.date.issued2019
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/65210
dc.description.abstractThis 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 start-up company brand. Branding and rebranding are processes that most organizations have to go through at some point of their life cycle, regardless of their size. Start-up companies represent organizations where no organizational structures or brand exist, and need to establish a corporate brand in a short time in order to not vanish from the market. This presents challenges unique to start-up branding and makes it clear that the topic holds a high importance. However, there has been relatively little research done on start-up branding for now. Branding as a strategy is examined in more detail through the aspects of brand orientation, branding activities, design and identity. By inspecting these elements through the perspectives of the interviewees, a better picture of the company successes and failures can be formed. While the case company is a singular example of a start-up on a very specific field, certain conclusions can be drawn. Though limited to the case company, the success in brand design and branding activities through brand orientation and brand identity development can be assumed to be applicable to other start-ups either in the Finnish market or in the technology service industry.en
dc.format.extent88
dc.language.isoen
dc.titleManaging a start-up brand from founder competence and nets
dc.identifier.urnURN:NBN:fi:jyu-201908093796
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.contributor.oppiainekoodi20423
dc.subject.ysopienet ja keskisuuret yritykset
dc.subject.ysostartup-yritykset
dc.subject.ysomarkkinointi
dc.subject.ysobrändäys
dc.subject.ysosmall and medium-sized enterprises
dc.subject.ysostartup companies
dc.subject.ysomarketing
dc.subject.ysobranding
dc.rights.accessrightsTekijä ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyväskylän yliopiston kirjaston arkistotyösemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..fi
dc.rights.accessrightsThe author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyväskylä University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).en


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