Distinctive paths of branding in early-stage firms: insights from a bibliometric review

Purpose Branding in early-stage firms is an emerging area of research that differs fundamentally from branding in established firms. This study aims to provide a comprehensive overview of the thematic structure of research in this domain by identifying key themes, trends and gaps. Design/methodology/approach A combined bibliometric analysis – co-occurrence and co-citation – was conducted to systematically examine the literature on branding in early-stage firms. Findings The analysis reveals three central themes: co-creative brand building, entrepreneurial identity and reputation and digital dialogic communication. These themes reflect the distinct, dynamic and uncertain environment in which new firms operate, highlighting how branding practices differ fundamentally from those in established firms. Originality/value By synthesizing fragmented insights, this study addresses overlooked aspects in the current literature and introduces a thematic framework that enhances understanding of branding in early-stage contexts. The framework not only advances theoretical perspectives on branding early-stage firms but also provides actionable guidance for practitioners navigating the early stages of brand development.