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This book presents the approach to branding activities of the biggest start-up companies of Switzerland. The goal is to analyze the practices and the level of reception of branding concepts by newly created companies. For this purpose, fifteen start-up companies in Switzerland were studied and compared from the branding and corporate communication point of view. Even though a vast literature covers the topic of branding for well-established companies, still very few studies focus on the crucial starting phase of a company. The study took place in 2006 and analyzed the branding activities of fifteen among the largest Swiss start-ups. The companies are analyzed from a branding perspective through interviews, observations, website and logo analysis. Theoretical and practical implications are illustrated, with the aim to extrapolate useful information for entrepreneurs.

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Dr. Sabrina Bresciani is an Assistant Professor at the University of St. Gallen, Switzerland. She has been a researcher at Harvard University and at the University of Cambridge. She published over fifty peer reviewed papers in academic journals, book chapters and conference proceedings. She is the founder of Kolours.org, an NGO operating in India.

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