Brand Communication Management of Startups in Portugal

Authors

DOI:

https://doi.org/10.34190/ecie.19.1.2540

Keywords:

Brand management,, Brand communication,, Startups,, Lean branding

Abstract

In this article, we briefly present the outlines of a research project on the challenges of managing communication among startups in Portugal. The exploratory study was based on the combination of quantitative and qualitative methodologies and sought to analyze how crucial it is for startups to invest in branding and activate their brands through a planned communication strategy.
It is universally recognized that the brand represents the most valuable intangible asset for the organization (Aaker, 1996; Kotler et al, 2012; Huseynli, 2022), currently having all the potential of technology to discover patterns of behavior and communication, but without ever compromising the humanization of the brand, despite the fascination with the digital lifestyle (Kotler et al., 2021). In 2014 a brand management methodology for agile companies emerged, Lean Branding (Busche, 2014) that teaches 21st century entrepreneurs the "way to create, communicate and sell a brand, constantly measuring its performance" (Busche, 2014). Startups cannot neglect this methodology. The big challenge is precisely the crossing of this business area, which is in affirmation, between the branding, since the literature review has shown that we are facing a little explored theme. Also, understanding how Portuguese entrepreneurs deal with the challenges of brand communication in such a competitive ecosystem, even with more modest budgets, and bringing more knowledge about branding applied to Startups, are the major contributions of this study.

Author Biographies

Paula Oliveira, Polytechnic Institute of Viana do Castelo

PhD in Communication Sciences - University of Santiago de Compostela. Master’s degree in marketing management from IPAM and a degree in Marketing from ISAG. Lecturer at ESCE- IPVC on the Marketing and Business Organisation and Management degrees. Supervisor of students in master's dissertations, examiner in master's defences.

Paula Arriscado, European University

PhD in Brand Management and Integrated Communication from the University of Santiago de Compostela (2008). Currently, he is studying for a PhD in Business Sciences at Portucalense University in Employer Branding. Lecturer at IPAM, since 2007 in Branding, having also been Coordinator of the Postgraduate Marketing Management.

Manuel Sousa Pereira, Instituto Politécnico de Viana do Castelo

Manuel Joaquim de Sousa Pereira.
He completed his PhD in Communication Sciences (2014) Master's Degree in Communication Sciences (2008)
from the University of Santiago de Compostela and Master's in Marketing and Strategic Communication (2004) and Degree in Public Relations (1998) from Fernando Pessoa University.
He is a Professor at the Polytechnic Institute of Viana do Castelo and has been an Assistant Professor at the Portucalense University Infante Dom Henrique.
Published 18 articles in specialized magazines.
It has 7 book chapter(s) and 5 book(s). Organized 10 event(s). Participated in 114 event(s).
Supervised 2 master's thesis(s). Supervised 16 work(s) for the conclusion of the degree/bachelor's course.
Works in the area(s) of Social Sciences with an emphasis on Other Social Sciences.
In his professional activities he interacted with 30 collaborator(s) in co-authorship of scientific papers.
In its Ciência Vitae curriculum, the most frequent terms in the context of scientific,
technological and artistic-cultural production are: Strategic communication; Communication efficiency;
Talent management; Organizational strategy; Personal communication; Communication interactivity;
Learning dynamics; IBERCOM International Congress; Communication efficiency; talent management; organizational strategy; Communication efficiency; Talent management; Organizational innovation; Personal leadership; Business efficiency; Communication management; Business efficiency; sponsorship; buy intention; Oakley; sporting events; consumer behavior; sponsorship; buy intention; sporting events; consumer behavior; .

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Published

2024-09-20