Att bygga ett varumärke

Sammanfattning: Legitimacy is a precious resource, especially for newly established organizations. Having legitimacy makes it possible to access other important resources: funding, expertise and political support. It is also fundamental to a strong and sustainable brand. Showing good economic performance or belonging to legitimate networks or industries are two ways to obtain legitimacy. Through a qualitative case study of a relatively young organization this paper shows that creating and managing stakeholder’s expectations, by strategic public relations work, is another way to obtain legitimacy in a start-up phase. These findings should be important for new organizations, and especially those whose organizational goal are not primarily, or not at all, to make a profit.