The purpose of this study is to examine the importance of branding among start-ups, with a specific focus on start-ups in Kosovo. The role of branding has been drastically increasing in the last decades, as branding is becoming one of the most valuable intangible assets that a company owns regardless of whether it is a matured company or a start-up, the high growth potential newly established companies. In an effort to better understand the role of branding for Kosovo’s start-ups, this study provides qualitative insight obtained directly from start-ups’ representatives to identify whether start-ups in Kosovo recognize branding as an important component of their development process. This study identifies branding efforts utilized by the start-ups and analyzes the correlation between these efforts and the brand awareness of their brand. The data for this study were collected through in-depth interviews, a survey, and the review of exiting literature.
Uka, Melisa, "Start-ups through the Lens of Marketing: The importance of Branding for Start-ups and Brand Awareness" (2020). Thesis. Rochester Institute of Technology. Accessed from