New Venture Branding: Brand Orientation, Brand Elements and Growth

The purpose of this study was to investigate the relationship of new venture branding to growth in craft distilleries.Using CEO/founder interviews and ratings, we explored how strategic brand orientation and brand elements related to sales and distributor growth.We concluded new firms creating integrated brands grew faster.Brand orientation, attractive websites and promotions also linked to growth.Wong and Merrilees' (2005) typology measured brand orientation.Based on our findings we recommend including strategic new venture branding to teaching curricula, adding brand growth-drivers to entrepreneurial theory and coaching practitioners on effective corporate branding.