Branding strategies of born globals

Born global companies have now been studied for a decade. However, little has been written specifically about the challenges facing born globals in their branding endeavours. This research examines the branding strategies of 30 Finnish small and medium-sized born globals. The experience, qualities and global orientation of the founder and the top management team are found important for the success of the born globals in their branding achievements. A key argument is that business-to-business and business-to-consumer born globals differ as to their branding strategies and approaches. The analysis reveals a major imperative; branding strategies are dynamic and depend on the globalisation degree.