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Branding for Start-ups: A case Study of Spotify
KTH, Skolan för industriell teknik och management (ITM), Industriell ekonomi och organisation (Inst.).
KTH, Skolan för industriell teknik och management (ITM), Industriell ekonomi och organisation (Inst.).
2012 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Purpose - The purpose of this research is to explore if there is a viable way for a newly brand to speed up the process of creating and acquiring the brand equity. Since branding is a very broad area, we narrow the research down to brand alliance for startups. With this research, we aim to deep into the subject to understand how this has been done and could be done.

 

Research Question - How can a start-up make brand associations with other well-known brands, in order to leverage their equity and acquire its own?

 

Methodology - Qualitative research method is applied through an interview to the case study company. This research is conducted in inductive reasoning which conforms to the qualitative paradigm. In addition, the research approach is an interpretive that has a view of subjectivism ontology.

By looking into our case company, the description of each of the co-branding partnerships performed with its partners is examined. The information is gathered via an interview to the case company as well as secondary sources.

 

Findings - This research indicates that the case company has greatly benefited from the large number of co-branding partnerships with other well-known brands. It has benefited both in terms of gaining brand awareness and brand image, as well as accessing the customer base of its partners. It is an indication that a new start-up can speed up the process of branding and customers acquisition by engaging in co-branding partnerships.

Ort, förlag, år, upplaga, sidor
2012.
Serie
Examensarbete INDEK ; 2012:55
Nyckelord [en]
Start-ups, corporate branding, brand equity, brand awareness, brand image, brand association, co-branding strategy, Spotify
Nationell ämneskategori
Teknik och teknologier
Identifikatorer
URN: urn:nbn:se:kth:diva-98374OAI: oai:DiVA.org:kth-98374DiVA, id: diva2:536929
Ämne / kurs
Entreprenörskap och innovationsledning
Utbildningsprogram
Teknologie magisterexamen - Entreprenörskap och innovationsledning
Uppsök
teknik
Handledare
Examinatorer
Tillgänglig från: 2012-06-29 Skapad: 2012-06-25 Senast uppdaterad: 2022-06-24Bibliografiskt granskad

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