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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Institutional Knowledge at Singapore Management University
2019
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| 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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sg-smu-ink.ami-11222020-04-13T06:01:23Z Platform as brands: The inbuilt potential and perils KUEHLWEIN, JP Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand. 2019-11-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/ami/122 https://ink.library.smu.edu.sg/context/ami/article/1122/viewcontent/4._AMI_Issue12_PlatformsAsBrands.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Asian Management Insights eng Institutional Knowledge at Singapore Management University branding business platform Advertising and Promotion Management Marketing |
| institution |
Singapore Management University |
| building |
SMU Libraries |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
SMU Libraries |
| collection |
InK@SMU |
| language |
English |
| topic |
branding business platform Advertising and Promotion Management Marketing |
| spellingShingle |
branding business platform Advertising and Promotion Management Marketing KUEHLWEIN, JP Platform as brands: The inbuilt potential and perils |
| description |
Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand. |
| format |
text |
| author |
KUEHLWEIN, JP |
| author_facet |
KUEHLWEIN, JP |
| author_sort |
KUEHLWEIN, JP |
| title |
Platform as brands: The inbuilt potential and perils |
| title_short |
Platform as brands: The inbuilt potential and perils |
| title_full |
Platform as brands: The inbuilt potential and perils |
| title_fullStr |
Platform as brands: The inbuilt potential and perils |
| title_full_unstemmed |
Platform as brands: The inbuilt potential and perils |
| title_sort |
platform as brands: the inbuilt potential and perils |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2019 |
| url |
https://ink.library.smu.edu.sg/ami/122 https://ink.library.smu.edu.sg/context/ami/article/1122/viewcontent/4._AMI_Issue12_PlatformsAsBrands.pdf |
| _version_ |
1794549766457131008 |