Branding seems to be an important issue among all companies, also among newly established and young companies with high growth potential or so-called startups. This was also confirmed in our empirical research, conducted among 195 Slovenian startups. Startup founders/CEOs see branding as the...

In the past, branding was generally related to large companies, even multinationals. Today's fierce environment in combination with endless use of information and communication technology has significantly changed the rules in the area of branding. Branding has become an important issue among...