Abstract:
Acquiring customers is one of the major challenge that startups face in Pakistan, especially with limited branding knowledge, resource constraints and market skepticism about new products. The aim of this project is to investigate how branding can be utilized as a strategic approach to resolve customer acquisition challenges for startups using the Brand Identity Prism by Kapferer and the AIDA model. While many startups recognize the importance of branding, many of them are constrained by inconsistent brand identities, ineffective use of digital platforms, and failure to gain the trust of their target audience. This research will help to bridge these gaps by finding out how effective branding strategies can increase customer acquisition and long-term sustainability. Existing research underlines the importance of cohesive branding elements such as logos, taglines and storytelling in shaping consumer perceptions. However, there is little focus on the specific branding challenges Pakistani startups face in emerging markets such as Pakistan. Therefore, this project fills the gap by applying a mixed-method approach including qualitative surveys, detailed case studies, and theoretical frameworks to deliver actionable insights that can be implemented in a phased manner. By overcoming these challenges, startups would be able to maximize customer acquisition and contribute towards the broader entrepreneurial ecosystem for Pakistan.
