The importance of branding in the context of new venture creation – especially as for B-to-B service ventures – is not undisputed and in particular under-researched. In the face of the research gap and the rather early stage of research, a conceptual investigation into the role of branding...

We analyze the role of trademarks in entrepreneurial finance, hypothesizing that trademarks play two important roles: a “protective” role, leading to better product market performance; and an “informational” role, signaling higher firm quality to investors. We develop testable hypotheses...