The main goal of this research is to design a branding 
model based on entrepreneurship in startups. Considering 
the fact that there is no comprehensive model in this field 
in the research literature of Iran, in this research using the 
qualitative research method of foundational data theory, 
the central phenomenon of the research is the process of 
branding in startups and after completing the steps The 
investigation of the causal, contextual, intervening 
conditions of this phenomenon was identified. Also, at the 
end, the results and consequences of branding in startups 
are presented in the model. To build the research model, 
the method of semi-structured interviews has been used 
according to the principles of the data theory of the 
foundation. The statistical population of the research 
includes executives and university experts in service 
startups who were identified and interviewed using the 
purposeful sampling method and the interview continued 
until reaching the theoretical saturation point and after 
analyzing and checking the extracted codes in three stages 
Coding, the final model was extracted.