Tobin, Peter2013-09-062010-07-032013-09-062010-04-032010-07-032010-04-08Hasson, Y 2009, The role of Web 2.0 in building the start-up’s brand in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23870 >G10/316/aghttp://hdl.handle.net/2263/23870Dissertation (MBA)--University of Pretoria, 2010.Start-ups face specific challenges when it comes to establishing their brand in the market. Web 2.0, the next generation of the Internet, presents both a significant opportunity and challenge for such start-ups to engage with customers online and build their brand. It is therefore the purpose of this study to examine the role that Web 2.0 plays in building the brand of the start-up.© 2009 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.UCTDWeb 2.0Dissertationhttp://upetd.up.ac.za/thesis/available/etd-04082010-114909/