Shahid Beheshti University Journal of Business Management Perspective 2251-6050 20 48 2021 12 22 Designing the pattern of Brandpreneurship Process: Case Study of the Panter Brand in the Stationery Industry Designing the pattern of Brandpreneurship Process: Case Study of the Panter Brand in the Stationery Industry 13 42 101956 10.48308/jbmp.20.48.13 FA Mehrdad Aalipour Herisi CEO of Aalitahrir Parsian Co. /Panter brand Jahangir Yadollahi Farsi Associate Professor, New Venture Creation Department, Faculty of Entrepreneurship, University of Tehran 0000-0002-7941-9175 Mohammad Reza Zali Associate Professor, Corporate Entrepreneurship Department, Faculty of Entrepreneurship Journal Article 2021 12 03 Objective: ”Brandpreneurship” as a new concept is a conceptual combination of “brand” and “entrepreneurship”. In the “Brandpreneurship” view, branding is the basis of all new venture activities which are performed by the entrepreneur. The purpose of this study is to investigate and identify the stages of the Brandpreneurship process in startups.<br />Methodology: The approach used in this study is a qualitative – single case study, through which data was collected using documents and event-based interviews with 11 people, including the founder and founding members of the Panter brand, by purposive sampling using Atlas.ti 7.<br />Finding: Based on the results of the interviews, 6 dimensions were identified for Brandpreneurship: "gathering resources", " Implementation of the idea and providing the ground for brand-based business", "simultaneous legitimation of business and brand", "creating a brand-based start-up", "Birth of brand-based start-up ", and "growing a brand-based start-up".<br />Conclusion: The Brandpreneurship pattern emphasizes focusing on the simultaneous start-up of the business and the creation of the brand, or even the priority of creating and legitimizing the brand on the start-up of the business. And paying attention to the steps and sequence of using this model can provide the basis for the sustainability, viability, and growth of a brand-based business. Objective: ”Brandpreneurship” as a new concept is a conceptual combination of “brand” and “entrepreneurship”. In the “Brandpreneurship” view, branding is the basis of all new venture activities which are performed by the entrepreneur. The purpose of this study is to investigate and identify the stages of the Brandpreneurship process in startups.<br />Methodology: The approach used in this study is a qualitative – single case study, through which data was collected using documents and event-based interviews with 11 people, including the founder and founding members of the Panter brand, by purposive sampling using Atlas.ti 7.<br />Finding: Based on the results of the interviews, 6 dimensions were identified for Brandpreneurship: "gathering resources", " Implementation of the idea and providing the ground for brand-based business", "simultaneous legitimation of business and brand", "creating a brand-based start-up", "Birth of brand-based start-up ", and "growing a brand-based start-up".<br />Conclusion: The Brandpreneurship pattern emphasizes focusing on the simultaneous start-up of the business and the creation of the brand, or even the priority of creating and legitimizing the brand on the start-up of the business. And paying attention to the steps and sequence of using this model can provide the basis for the sustainability, viability, and growth of a brand-based business. https://jbmp.sbu.ac.ir/article_101956_9bfe11baff0022b0d32e39b5a12182ee.pdf