Platform as brands: The inbuilt potential and perils

Platform as brands: The inbuilt potential and perils

Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand.

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Bibliographic Details
Main Author:	KUEHLWEIN, JP
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2019
Subjects:	branding business platform Advertising and Promotion Management Marketing
Online Access:	https://ink.library.smu.edu.sg/ami/122 https://ink.library.smu.edu.sg/context/ami/article/1122/viewcontent/4._AMI_Issue12_PlatformsAsBrands.pdf
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Institution:	Singapore Management University
Language:	English

Description
Summary:	Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand.