Chandler Nick (2024) The art of branding. In: Branding in the academic and business world – Future challenges – BBU Day of Hungarian Science. Budapesti Gazdasági Egyetem, Budapest, pp. 50-63. ISBN 978-615-6342-86-7
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Abstract
Artisan and craft businesses have been and continue to be growing sectors. Branding plays a crucial role in the lives of artisan entrepreneurs and other entrepreneurs in the craft sector. With scant research into artisanal branding, this pilot study employs a theoretical framework to consider how artisan entrepreneurs build their brands. Pilot studies of qualitative research are recommended as a foundation for conducting a larger study, especially as a basis for developing contextual sensitivity. Five semi-structured interviews were conducted with artisan entrepreneurs in the UK. Initial findings indicate themes such as the use2 of storytelling, quality concerns, personal branding, the value of media and the importance of distribution stream in the branding. It is also found that there is a dilemma between pandering to customer tastes and following their own line of creativity. Based upon the findings, it is recommended to substantially increase sample size for such a heterogenous sample where each craft is seen as different from others
Tudományterület / tudományág
társadalomtudományok > gazdálkodás- és szervezéstudományok
Institution
Budapesti Gazdasági Egyetem
| Item Type: | Book Section | ||||||
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| Uncontrolled Keywords: | Branding, artisan, entrepreneur | ||||||
| Depositing User: | Kinga Eszenyi-Bakos | ||||||
| DOI azonosító: | https://doi.org/10.29180/978-615-6342-86-7_4 | ||||||
| Date Deposited: | 2024. Sep. 09. 10:32 | ||||||
| Last Modified: | 2024. Sep. 09. 10:32 | ||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2293 |
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