2026-05-30T13:00:20Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/380622026-02-03T11:27:21Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc Pöhlmann, Michaela author De-las-Heras-Pedrosa, Carlos author Seitz, Jürgen author Jambrino-Maldonado, Carmen author 2025-02-28 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 to start-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 from the 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. 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 https://hdl.handle.net/10630/38062 10.1057/s41599-025-04600-w Marcas (Marketing) Nuevas empresas Emprendedores Comunicación empresarial Evaluating the potential of agile branding: opportunities and challenges in the start-up context.