Business-to-business startup-virksomheder: Kan man brande sig til succes?

Janni Jul Christiansen & Maria Brøllund Jürs

Studenteropgave: Speciale


This thesis investigates the phenomena “Branding of Business-to-Business startups”. Through a literature review it is revealed that the phenomena has not been adequately studied. Hence, the study operates through grounded theory, where hypotheses emerge from data only. Empirical data have been collected through the qualitative research method of partially structured interviews in order to gain a rich understanding of the phenomena.

The analysis is built up on three phases. Firstly, the focus is on the interviewed companies’ understanding of the phenomena. On the basis of that analysis, “trust” was selected as the core category. Secondly, there is a focus on relevant under categories’ relation to the core category. Thirdly, the hypothesis is developed.

The findings of the analysis show that three brands are connected to the phenomena: Personal-, corporate- and product brand. The purpose of the personal brand is to attract and evoke an interest. But it also has the function of building relations, which is seen as a premise of starting a B2B company.
The corporate brand connects the entire company under one concept including the two other brands. It is also here the corporate identity is found. The product brand focuses on the quality of the product. It is found that B2B startups’ identity is based on both the founders’ professional skills and passion as well as the product.

Based on this study’s findings, a hypothesis may be created. Building trust through can be seen as a linear process, where the relation at first is met with the personal brand. If the relations perceive the personal brand as trustworthy, trust will be build. The next step is to introduce the company brand. If the perception of what the personal brand promised is met in the company brand, trust will be build to the company brand as well. The last and final step is to create trust to the product brand. Here there must be a close connection to what is promised within the company brand. If so, the entire chain of trust is created.

Through a theoretical discussion it is shown that this study both support and extend current literature of the branding of B2B-startups. The hypothesis contributes to the field of B2B by concluding the importance and effects of the personal brand. Furthermore, the hypothesis contributes to the field of branding of a startup by concluding the importance of relations in the process of building trust.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato2 jun. 2019
Antal sider119
VejledereSøren Stig Lommer


  • Grounded theory
  • Branding
  • B2B
  • Startup
  • Personling branding
  • Virksomhedsbrand
  • Produktbrand
  • Identitet