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Is it a mistake for a new venture to think like a small business?: The importance of corporate branding
Journal article   Peer reviewed

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

John H. Batchelor, Maggie M. Davis, Timothy R. McIlveene, Dennis Barber III and Robert D. Perkins
Journal of brand strategy, Vol.14(1), pp.72-91
Summer 2025
DOI: https://doi.org/10.69554/DDCD8992

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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.

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