While many models describe efforts to build brand identity, none specifies the brand identity development for small firms facing uncertainty, such as rapidly internationalizing international new ventures. By examining four such case firms informed by interviews and archival data spanning five years, this study identifies three brand identity development states: unbranded, sporadically branded, and focused branded international new ventures. Brand values, brand personality, and brand relationships are critical brand identity dimensions that manifest in the three states. A related model and propositions help explicate how uncertainty owing to psychic distance moderates the impact of decision-making logics on brand identity development. We show how the role of decision-making logic affects the prominence given to different dimensions of brand identity in the developmental states. Moreover, we reveal the associated change and state mechanism allowing for the rapid advancement of brand identity states in international new ventures.

虽然许多模型都描述了建立品牌标识的努力，但没有一个具体说明面临不确定性的小公司的品牌标识开发，例如快速国际化的国际新企业。通过对四家这样的案例公司进行调查，这些公司通过五年的访谈和档案数据获得信息，确定了三种品牌识别发展状态：无品牌、零星品牌和专注品牌国际新企业。品牌价值、品牌个性和品牌关系是在这三种状态中表现出来的关键品牌识别维度。一个相关的模型和命题有助于解释由于心理距离导致的不确定性如何调节决策逻辑对品牌识别发展的影响。我们展示了决策逻辑的作用如何影响在发展状态下品牌标识的不同维度的重要性。此外，我们揭示了相关的变化和状态机制，允许在国际新企业中快速推进品牌识别状态。