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Is it a mistake for a new venture to think like a small business? The importance of corporate branding

Author

Listed:
  • Batchelor, John H.

    (Professor and Chair, Department of Business Administration, Lewis J. Bear, Jr. College of Business, University of West Florida, USA)

  • Davis, Maggie M.

    (Assistant Professor, Lewis J. Bear, Jr. College of Business, University of West Florida, USA)

  • Mcilveene, Timothy R.

    (Assistant Professor, Lewis J. Bear, Jr. College of Business, University of West Florida, USA)

  • Barber Iii, Dennis

    (Chesnutt-Bond Distinguished Professor of Entrepreneurship, Miller School of Entrepreneurship, East Carolina University, USA)

  • Perkins, Robert D.

    (Assistant Professor (Retired), Lewis J. Bear, Jr. College of Business, University of West Florida, USA)

Abstract

This paper explores the role of branding in new-venture growth, focusing on how corporate branding communicates brand identity to target markets. Early-stage new ventures require unique branding strategies that differ from the branding strategies of established small and medium-sized enterprises and large corporations. Effective branding for new ventures involves targeting niche products and specific markets, utilising techniques distinct from larger organisations, such as promotional events rather than sales discounts. This theoretical study presents research-based propositions highlighting the critical importance of early-stage corporate branding in enhancing growth and survivability for new firms. By emphasising the unique aspects of new-venture branding, this study aims to guide scholars and practitioners in developing more effective branding strategies for emerging businesses.

Suggested Citation

  • Batchelor, John H. & Davis, Maggie M. & Mcilveene, Timothy R. & Barber Iii, Dennis & Perkins, Robert D., 2025. "Is it a mistake for a new venture to think like a small business? The importance of corporate branding," Journal of Brand Strategy, Henry Stewart Publications, vol. 14(1), pages 72-91, May.
    • Handle: RePEc:aza:jbs000:y:2025:v:14:i:1:p:72-91
    as

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    More about this item

    Keywords

    new venture; corporate branding; integrated brand; growth; brand elements; brand identity;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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