Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia

Abstract: Title Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia Course BUSN 39 Degree Project in Global Marketing, Spring 2013 Authors Aleksandar Joshevski and Lucas Noordhoorn Supervisor Magnus Lagnevik Keywords Brand identity creation, entrepreneurship, business incubators, start-up, Sweden, Macedonia Research Questions In what way do start-ups that are part of business incubators located in Macedonia and Sweden create and build their brand identity? In what way do business incubators influence brand identity creation and building in startups that are located in Macedonia and Sweden? Purpose The purpose of this thesis is to conduct an exploratory study, in order to get a better understanding of brand identity relevance, creation and building across a diverse sample of countries and start-ups. Theory The theoretical framework of the thesis deals with three areas: Entrepreneurship, new ventures and start-ups; Brands, branding and related concepts; and Business incubators. The development of these areas of research is discussed as well as the relevance to this study. Method This study is an exploratory research using a constructionist ontological approach. Semi-structured interviews are aimed at gaining an in-depth understanding of the analyzed sample. However, this qualitative method technique is subjective and non-quantifiable. Conclusion The creation of a brand identity can be an extremely valuable tool in the creation a financially viable company according the previously conducted research. Arguably, this holds for start-ups in business incubators as well. This study concludes that not enough importance or efforts are placed in the establishment of brand identity as a priority for start-ups.