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Brand new ventures? : insights on start-up’s branding practices

Bresciani, Sabrina ; della Svizzera italiana, Svizzera ; Eppler, Martin J.

In: The journal of product and brand management, 2010, vol. 19, no. 5, p. 356-366

This contribution 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. We analyze fifteen of the largest and most successful start-up companies of Switzerland, adopting a case study methodology, mainly...

Auditing regional wine brands : the Merlot Ticino case

Zamparini, Alessandra ; Lurati, Francesco ; Illia, Laura

Small winemaking regions worldwide face intense competition from global brands; as such, their challenge is to promote brands that tell the unique story of the collectivity of regional wineries in order to achieve a favorable reputation for the regional product. This paper introduces a method to audit the communication of regional wine brands, drawing upon branding and corporate identity...