Designing a Branding Model based on Entrepreneurship in Startups

The main goal of this research is to design a branding model based on entrepreneurship in startups. Considering the fact that there is no comprehensive model in this field in the research literature of Iran, in this research using the qualitative research method of foundational data theory, the central phenomenon of the research is the process of branding in startups and after completing the steps The investigation of the causal, contextual, intervening conditions of this phenomenon was identified. Also, at the end, the results and consequences of branding in startups are presented in the model. To build the research model, the method of semi-structured interviews has been used according to the principles of the data theory of the foundation. The statistical population of the research includes executives and university experts in service startups who were identified and interviewed using the purposeful sampling method and the interview continued until reaching the theoretical saturation point and after analyzing and checking the extracted codes in three stages Coding, the final model was extracted.