B2B branding: empirical evidence among Indian construction chemical startups

Background: Brand recognition is one of the key components for the development and growth of a startup venture. This research paper aims at creating brand recognition for a startup venture of construction chemicals and its related new products for developing sustainable building protection solutions. Further, this research aims to recognize a brand establishment strategy for start-ups that can promote brand awareness and loyalty in Indian market. Method: The samples are collected from the set of 30 start-ups from the B2B sector. The study uses both qualitative and quantitative research technique. Results: The study gives insights into various aspects of brand establishment arrays such as customer’s psychology, emotional intelligence, customer preferences, engaging the customers, market connections and dynamics, following company’s vision, etc. Conclusion: According to the study, emotional quotient of the company is the most important ingredient for all the start-up companies. This includes company’s vision, commitment, and relationship with customer, etc. which a crucial factor affecting a buying decision for the new product line in construction chemical industries.