The Startup of a Strong Brand - An investigation of brand identity evolution in early-stage startups operating in Sweden
The purpose of this dissertation was to study the brand identity evolvement in a startup context. The CBIM framework by Urde (2013) was implemented in the research, in order to understand different elements affecting the process in the creation of a brand identity. The framework includes both an internal –and external perspective. The reputational elements were excluded because the brand image per