“Days of PhD Students” at our Institute for Information Systems (ISI) in Lausanne. Among them, Dina Elikan will present her thesis proposal entitled “An Ontology and a visual tool for designing a Startup Brand”.
“Branding is key at the beginning of a startup’s life. The literature about corporate branding is dense and contains a lot of different typologies. Nevertheless the literature of startup branding is sparse and there are only few models to validate and conceptualize branding in a startup. Brands are an asset to the company, thus they should be well thought of. They are also a strategic way to differentiate a startup from its competitors. And having a well-defined brand allows all the people involved in the startup to communicate the same message to all stakeholders. This project aims to identify the key concepts and relationships in the domain of Startup Branding in order to propose a structured vision and definition of the concept. With this in mind, my research aims to develop a so- called “Startup Brand Ontology” and a visual tool to help startups co-design their brand. With the intention to help them express and communicate a clear vision, image and culture to all their stakeholders. (more…)