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  The IUP Journal of   Brand Management :
Building a Powerful Entrepreneurial Brand: The Role of Critical Success Factors and Their Impact on Competitive Advantage
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The paper identifies the critical success factors that are required for the development of a powerful entrepreneurial brand. It also demonstrates the links between these factors, and highlights the competitive advantage derivable from the application of these factors. Two findings emerge from this study. The first offers a mix of 14 entrepreneurial and marketing-led issues that give rise to the critical success factors, which are mandatory for the development of a powerful entrepreneurial brand. The second finding puts forward Ďa powerful entrepreneurial brand development modelí, which gives a stage-by-stage exposition of how a strong entrepreneurial brand can be developed. Entrepreneurs together with senior managers with entrepreneurial spirit can draw on this model as a guide for developing powerful entrepreneurial brands. However, this study is based exclusively on the Nigerian business environment, and cannot be generalized without examining the subject in other environments and business sectors.

 
 
 

Since the early 2000s, the literature on corporate marketing has witnessed a subtle shift from corporate-level branding towards entrepreneurial branding. Several authors (Abimbola, 2001; Abimbola and Kocak, 2007; Merrilees, 2007; Gyrd et al., 2013; Khojastehpour et al., 2015; and Gambetti et al., 2017) provided evidences to demonstrate this shift.

In spite of the increased contribution to this field, entrepreneurial branding remains at the infancy level (Abimbola and Vallaster, 2007; and Spence and Essoussi, 2010). Consequently, knowledge of entrepreneurial brand building, a core aspect of this subject, has been limited, with just a few works (see Krake, 2005; Merrilees, 2007; and Ojasalo

et al., 2008) contributing to it. This study strengthens the theory of entrepreneurial brand building (Krake, 2005; Merrilees, 2007; and Ojasalo et al., 2008), but makes a departure there from by offering a new empirically grounded model that rests primarily on a number of factors derived from the core intentions of entrepreneurship (Kollmann and Stockmann, 2008) and corporate marketing.

 
 
 

Brand Management Journal, Review of Conceptual Models,The Critical Success Factors,The Role of Critical Success Factors.