Branding in Digital Entrepreneurship: Evaluating Branding Criteria in IT Entrepreneurship

Abstract

In today’s digital economy, creating a strong brand is critically important for IT sector entrepreneurs in terms of sustainable growth and competitive advantage. However, many technology ventures founded primarily on technical expertise encounter various challenges in implementing branding processes. This study aims to analyze the extent to which digital enterprises operating in the IT sector are able to implement branding strategies, and to identify the factors that facilitate or hinder this process. Using the Analytic Hierarchy Process (AHP) method, the factors affecting the applicability of branding were evaluated through a multi-criteria approach. Based on expert opinions, the criteria—management vision, financial capacity, human resource competence, strategic alignment, marketing ability, and technical expertise—were weighted and prioritized. The findings indicate that, in addition to entrepreneurs’ level of awareness regarding branding, tangible obstacles in the implementation process (such as budget constraints and lack of expertise) are also decisive. The study contributes both to academic literature and provides strategic guidance for technology ventures.