Branderpreneurial Mindset for Developing Brand and Business Values

Abstract

To successfully implement Branderpreneurship (brand development-based entrepreneurship), a business actor must have a branderpreneurial mindset, namely the attitude and perspective in synergizing business and brand development. This article discusses what a branderpreneurial mindset is, the factors that form a branderpreneurial mindset, the dimensions of a branderpreneurial mindset, which refer to Branderpreneurship's Circle of Values Development (BrandCoVD), and the variable constructs to measure the branderpreneurial mindset of business actors. This article provides insightful insights for business actors, researchers, the Micro, Small, and Medium Enterprises (MSMEs) sector, and start-up businesses that need a brand development-based entrepreneurial spirit for the sustainability of their businesses.