Elahe Rahimi - PhD student, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abbas Heidari - Assistant Professor, Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Behrooz Ghasemi - Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

The key to success in launching a startup is a brand-centric approach that combines brand leadership strategy with innovative, targeted, and cost-effective business methods. In a brand-centric approach, all company processes revolve around developing a brand identity in continuous interaction with the customer, with the goal of creating long-term competitive advantages for the brand. The aim of this research is to examine the impact of entrepreneurship-based branding on the performance of startups. For this purpose, ۵۲ managers or representatives of startups in the public services sector were considered as the statistical population, and due to the small size of the population, no sampling was done, and all ۵۲ individuals were studied. The research data were collected using a researcher-made questionnaire. The results indicate that entrepreneurship-based branding has a positive and significant impact on the performance of startups. Among these, the causal conditions of branding with a statistic of ۲۶.۷۱۹ have a positive and significant impact on entrepreneurial branding; entrepreneurial branding with a statistic of ۴.۸۷۳ on value-based brand positioning; value-based positioning with a statistic of ۲۹.۹۶۰ on the performance of startups.The key to success in launching a startup is a brand-centric approach that combines brand leadership strategy with innovative, targeted, and cost-effective business methods. In a brand-centric approach, all company processes revolve around developing a brand identity in continuous interaction with the customer, with the goal of creating long-term competitive advantages for the brand. The aim of this research is to examine the impact of entrepreneurship-based branding on the performance of startups. For this purpose, ۵۲ managers or representatives of startups in the public services sector were considered as the statistical population, and due to the small size of the population, no sampling was done, and all ۵۲ individuals were studied. The research data were collected using a researcher-made questionnaire. The results indicate that entrepreneurship-based branding has a positive and significant impact on the performance of startups. Among these, the causal conditions of branding with a statistic of ۲۶.۷۱۹ have a positive and significant impact on entrepreneurial branding; entrepreneurial branding with a statistic of ۴.۸۷۳ on value-based brand positioning; value-based positioning with a statistic of ۲۹.۹۶۰ on the performance of startups.