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Faculty of Management Sciences,
Benue State University, Makurdi, Nigeria.
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Nigeria Journal of Management Sciences (NJMS), Benue State University
Start-Ups Brand Building strategies
Bemaa Terkura Titus PhD.: University of Benin, Benin City-Nigeria
Abstract
Brand management in small and medium-size enterprise research has just begun to receive gripping attention recently. Most disturbing however is the fact that research about start-up branding though important at helping operators of new ventures to blossom, has been largely neglected. This paper looks at identifying the nature of branding in start-ups, outlining the brand creation process, ascertaining less costly techniques that start-ups used in building brands and, determining the relationship between owner/manager values and brand building. The paper shall outline the benefits of brand building strategies on the performance of Start-Ups particularly in SMEs.Key words: Start-Ups, Brand, SME, Values.
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