The role of communication in building brand for a start-up company : a case study of Tanel 360(R), U.S.A. | |
| Author | Batanova, Denitza D. |
| Call Number | AIT RSPR no.SM-04-129 |
| Subject(s) | New business enterprises--United States Brand name products--Management--United States |
| Note | A Research Study Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-129 |
| Abstract | Brand leadership is a determinant to competitive success. Strengthening a company's brand equity should be a vital marketing goal because a strong brand should pay dividends in the success of the company's products and services. There arc numerous factors in building a brand. This research attempts to analyze the role of communication, internal and external. Brand-based communications arc aimed at developing and implementing the Communications strategies that bring a brand's positioning to life. The primary goal of this communication is to drive the asset value of the company's brand. A few concepts in building a brand, specifically relating to communication, are examined. These are brand equity, relationship building and integrated branding. The research also recognizes how communication plays a role in branding success through utilizing different models and principles. This research focuses on communication in branding and especially in how it affects and is employed by a start-up company. The case study of the American company Tanel 360® reveals that the role of communication becomes more challenging for a startup as the company does not have an established base of business, existing customers, shareholders or employees. In conclusion, as start-up companies continue to operate for a few years, especially if they show a strong and steady growth, all these factors become more instituted and brand-based communication should be planned and executed in order to sustain the growth of the companies for a more effective presence in the market. Several recommendations are provided for Tanel 360®, based on the thorough study of the company's efforts in building brand equity through communication strategies. These recommendations could serve as framework for other start-ups too. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-129 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas J.; |
| Examination Committee(s) | Zimmermann, Willi;Swierczek, Fredric W.;Donyaprueth Krairit.; |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2004. |