Brand Development in technical start-ups

Developing a brand identity tool for technical start-ups based on theoretical insights and practical experience of the Magic Mitad case

Master thesis (2017)

Authors

Contributors

S. Bakker-Wu (mentor)
S.M. Flipse (mentor)
J.C. Diehl (mentor)
M.J. de Vries (mentor)
Programme
Integrated master thesis for a double master degree - Industrial Design (IO/IDE) & Applied Physics (TNW) (IDE) (TU Delft)
Copyright: Campus only
Brand Branding BoP Start-up Market Entry Strategy Brand-Building Brand development Brand Design New Venture Market introduction Introduction Plan Ethiopie Magic Mitad Injera
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Published Date

20-03-2017

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Programme

Integrated master thesis for a double master degree - Industrial Design (IO/IDE) & Applied Physics (TNW)

Abstract

This integrated master thesis presents the outcomes of a conducted research to obtain a double master degree of the masters Strategic Product Design and Science Communication. This research focused on brand development in technical start-ups before product launch. Both a practical and a theoretical study has been conducted, which resulted in a new brand and market introduction plan for the technical start-up Magic Mitad and a brand identity development tool for technical start-ups, the Brand-ID tool. A physical tool in the form of a booklet that guides entrepreneurs in the creation of a brand identity until the design of a logo.