RT Journal Article
T1 Evaluating the potential of agile branding: opportunities and challenges in the start-up context.
A1 Pöhlmann, Michaela
A1 De-las-Heras-Pedrosa, Carlos
A1 Seitz, Jürgen
A1 Jambrino-Maldonado, Carmen
K1 Marcas (Marketing)
K1 Nuevas empresas
K1 Emprendedores
K1 Comunicación empresarial
AB The necessity for companies to adopt an agile brand management approach to maintain relevance and competitiveness in our dynamic and fast-moving world is a key finding of recent studies. Nevertheless, no study has yet investigated the potential and applicability of the concept of agile branding. Concurrently, start-ups are confronted with the challenge of high failure rates due to shortcomings in brand management. The necessity for start-ups to adopt innovative and dynamic brand strategies arises from the constant internal and external changes that characterise the start-up environment. Previous studies on brand management,by contrast, have mainly focussed on established companies. Given the affinity and need for agility observed in start-ups, agile branding appears to be particularly relevant for start-ups. This study aims to address two research gaps: firstly, to explore the potential of the concept of agile branding and, secondly, to expand academic research of branding practices tailored tostart-ups to assist them in overcoming the specific brand management challenges they face. The study draws on an extensive and structured literature review, followed by qualitative semi-structured interviews with eleven experts and 18 start-ups, to discuss the opportunities and challenges of agile branding in the context of start-ups. The results were analysed fromthe perspective of the five dimensions of agile branding and the dynamic capabilities framework. Agile branding offers start-ups the opportunity to adapt swiftly to market changes, allocate resources efficiently, and reduce risk through data-driven decision-making.
PB Springer Nature
YR 2025
FD 2025-02-28
LK https://hdl.handle.net/10630/38062
UL https://hdl.handle.net/10630/38062
LA eng
NO Pöhlmann, M., de las Heras-Pedrosa, C., Seitz, J. et al. Evaluating the potential of agile branding: opportunities and challenges in the start-up context. Humanit Soc Sci Commun 12, 279 (2025). https://doi.org/10.1057/s41599-025-04600-w
NO This document has been funded by Proyectos de Generación de Conocimiento 2022, Ministry of Science and Innovation, State Research Agency (MCIU/AEI/10.13039/501100011033/FEDER, UE). Grant number: PID2022-139037OB-I00 and Funding for Open Access Charge: Universidad de Málaga/CBUA.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026