i think you are asking how does branding a startup differ from branding (of) an established business

one can then also follow how the brands of established businesses have evolved

Dear Brian,

That is indeed partly what I'm asking, my current knowledge on this subject is low and I wonder if there are any good researches on what the impact of branding is.

i generally pointed to standard marketing theory. so perhaps grab a marketing text for quick background on branding. if you follow corporate branding, you will be in a better position to answer yourself