A Study on the Effect of Branding on the Success of Selected Startups in India

Abstract

The purpose of this study is to analyze brand development strategies for start-ups: newlinebranding is a crucial activity for the successful establishment of a new company that helps newlinecustomer acquisition, retention and to build a favorable reputation. Form the past studies newlineconducted on various aspects and issues related to the branding of the products or services newlinebut in the present study, the branding strategy specific brand orientation, brand newlinepositioning and brand image of start-ups have been studied. It has been observed that newlinemore than 75 per cent startups failed due to improper implementation of branding strategy newlinein the beginning phases. The reviews reflected that positioning of brands are an essential newlinecomponent to pull the customers so companies have to consider this vital issue while newlinepositioning the brands in the market. newlineIn this study, descriptive design is used because the variables discussed in the study newlineexist in the phenomena, and the study has attempted to understand the behaviour of newlinevariables related to branding strategies (brand orientation, brand positioning, and brand newlineimage), and these have an impact on the success of startups, which is comprised of newlineProfitability, Credibility, Brand Loyalty, Return on Investment, and Increase in Sales newlineRevenues. newline The study has measured the impact of branding strategies included orientation, newlinepositioning and image on the success rate of startups. For the analysis, 305 startups across newlinemajor cities of India were chosen and through the self-constructed questionnaire, the newlineFounders or Directors were asked their responses on the questions as to know their newlineexperiences while establishing these ventures and what kind of challenges they face to newlinecome to concrete conclusion. The result explains the positive correlation between newlineprofitability and the brand orientation factors. It is true that if brand is well known to all newlineand create its identity in the market then startups able to increase its profit and achieve a newlinegreater success