Designing the pattern of Brandpreneurship Process: Case Study of the Panter Brand in the Stationery Industry

Document Type : Original Article

Authors

1 CEO of Aalitahrir Parsian Co. /Panter brand

2 Associate Professor, New Venture Creation Department, Faculty of Entrepreneurship, University of Tehran

3 Associate Professor, Corporate Entrepreneurship Department, Faculty of Entrepreneurship

Abstract

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.
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.
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".
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.

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History

  • Receive Date: 03 December 2021
  • Revise Date: 30 December 2021
  • Accept Date: 31 December 2021

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