‘Brand New Food’ - Brand Positioning of Entrepreneurial Innovation: A Multiple Case Study in the Food Industry

Abstract: While entrepreneurial brand building has received growing interest over the past years, the particular brand positioning practice around an innovation is little understood so far. The purpose of this study is to link the separate but interrelated academic domains of brand positioning, entrepreneurship and innovation and thereby to contribute to new theory building on entrepreneurial brand positioning practice. A multiple case-study approach in the food sector was chosen to explore how entrepreneurial brand positioning is applied to establish a science-based innovation on the market. With traditional food brands losing customer appeal and a new generation of entrepreneurial brands entering the market, the food sector provides a research context of high practical relevance. The results of this study highlight authenticity and transparency as pivotal brand identity assets that can be leveraged to occupy a differentiated market position. In contrast to established brands, already filled with associations, the newness of the entrepreneurial brand can be of advantage for the introduction of innovation. In particular, entrepreneurs can capitalize on inherent industry conflicts to conquer uncontested market space. The study contributes to brand positioning literature by depicting positioning as a filter of brand identity: Based on external market factors, the positioning strategy defines which brand identity attributes are communicated at what point in time. These can vary from functional and problem-solving to cultural and lifestyle-supporting. With respect to the study’s exploratory character, the main findings are presented in form of five propositions that provide a basis for further qualitative and quantitative research.