Branding strategies of early-stage born globals: A theoretical framework

Abstract

The paper examines specific characteristics of born global firms and the limitations to their branding strategies. Based on the specific characteristics of resource-limited born global firms, the authors derive possible branding strategies within a strategic and an operative framework. From a strategic dimension it shows how a born global can enter a foreign market. The operative dimension is concerned with the process of creating brand identity, brand architecture and a discussion around push- and pull communication. Different ways to use resources cost-efficiently are also examined. The paper proposes that creativity in marketing activities and the personality of the founder are vital success factors. Lastly, partnerships with larger corporations were emphasized to contribute to the brand building success of born globals.