BRAND MANAGEMENT IN STARTUPS: SUCCESSFUL PRACTICES IN IT AND GAME DEVELOPMENT
Abstract
The aim of this article is to explore effective brand management practices in startups operating in the IT and game development sectors, with a focus on building strong brands, adapting to market changes, and considering ethical and socially responsible aspects. The relevance of the topic is driven by the increasing number of startups in the global market, where competition for consumer attention is becoming increasingly intense. In the context of rapid technological development and globalization, startups must not only offer innovative products but also create brands that reflect the company’s values, consider cultural differences, and adhere to ethical standards. The research methodology includes a qualitative analysis of practical examples of successful startups in the specified fields, as well as a review of academic literature on branding, social responsibility, and cross-cultural management. The methods used include comparative analysis, case studies, and content analysis, allowing for a deeper understanding of the key success factors and unresolved issues in startup brand management. The results show that successful brand management in startups is based on a combination of clear target audience identification, the creation of a unique selling proposition, high product quality, and innovative marketing approaches. An important aspect is also the integration of ethical principles and social responsibility into the brand strategy, which enhances consumer trust and ensures long-term loyalty. Additionally, the need for further research on cross-cultural aspects, which remain insufficiently studied, has been identified. The practical value of the article lies in the fact that the results obtained can be used by startups to develop effective brand strategies that take into account modern market trends, consumer needs, and cultural differences. This will contribute to enhancing the competitiveness and sustainability of startups in the global market, as well as ensuring successful brand positioning in a rapidly changing technological environment.
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