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Startup Brand Development

Student: Khutiev Georgiy

Supervisor: Yana Katkova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

The theme of creating and developing a brand strategy has become one of the most important and relevant topics of modern marketing. The relevance of the chosen topic is due to the fact that despite a thorough study of the branding principles, there are still certain gaps. The purpose of this work is the development of the brand strategy of LLC «Fernflower Flower». General and specific research methods were used in the work, such as analysis of sources on the research topic, as well as empirical research methods - comparison and measurement of various indicators and methods of financial analysis. To assess the internal and external environment of the research start-up, the following methods were used: KPI analysis, SWOT analysis, PEST analysis, ABC analysis. For quantitative assessments, were used expert methods. The choice of these methods is due to their high efficiency, versatility and ease of use. As a result of the research carried out within the framework of this work, analytical conclusions were obtained that are applicable not only within the framework of the considered enterprise, but also can be used to develop the brand strategy of other organizations.

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