..., including typical mistakes committed by the entrepreneurs, and secondly on the unique sample selection, which considers the largest new ventures (in terms of employees' number) in one country (Switzerland). With this work we intend to investigate start‐up and entrepreneurial‐specific branding issues: we...

... and it is a good bet that you will find Coca Cola, Nike, Philips, Unilever, Shell or Procter & Gamble used as the practical examples. © Emerald Group Publishing Limited 2005 Brand management Small to medium‐sized enterprises Marketing Entrepreneurialism Brand management is a relatively...

...Emily Boyle Entrepreneurial brand building is an area of study in its infancy. The nature of entrepreneurship which typically implies serious limitations on the availability of resources suggests that entrepreneurs need to take an unconventional approach to brand building. This article provides...