Paper Details

Name: Gurleen Kaur
Country: India

Year: 2025
Volume: Volume-12, Issue-1 Year: 2025 (Jan-June)
Page Number: 27-32
DOI: https://doi.org/10.5281/zenodo.15639168

Brand management is an integral component in the success of any enterprise. Its role becomes even more profound when it comes to young startups. Establishing and building a brand by tapping into the right audience and their requirements is entrepreneurship at its finest. Amidst fierce competition in Indian startup ecosystem pertaining to various government initiatives and growing digital adoption, brand-building has become a necessity. This paper attempts to understand the strategies adopted by Indian startups to grow and prosper their brand despite resource constraints with special reference to „BOAT‟ – an Indian startup founded in 2016. This paper concludes that a brand is unique and branding is subjective but what is common for all is the innovation that a company brings in the market through its product, its positioning, and its brand equity. It is important to understand consumer behaviour and demands to stay relevant with the target audience and grow with the help of authenticity, accessibility and agility.
Keywords: brand management, startups, branding strategies, brand building