Author(s): Veronika Fašková
Subject(s): Social Sciences, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: branding; InHiro; logo; naming; startup; visual identity;

Summary/Abstract: The author of the paper focuses on the theoretical basis of brand building with a focus on building visual identity of a brand, its specific logo, naming and marketing activities. Following is a description of selected elements in the process of brand building creation of a selected subject – Startup. The aim of this paper is to find out whether it is really necessary to proceed with branding on the basis of each set of steps, or effective branding can be created without a theoretical background. On the basis of the observation and consultancies with startup founders, the author describes their product branding with the focus on naming, development of a logo, and creation of a supportive "niche" product brand.

  • Issue Year: 4/2016
  • Issue No: 1/2
  • Page Range: 38-45
  • Page Count: 8
  • Language: English