Author

JP KUEHLWEIN

Publication Type

Magazine Article

Version

Publisher’s Version

Publication Date

11-2019

Abstract

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

Keywords

branding, business platform

Discipline

Advertising and Promotion Management | Marketing

Publication

Asian Management Insights (Singapore Management University)

Volume

6

Issue

2

First Page

20

Last Page

26

ISSN

2315-4284

Publisher

Singapore Management University, Centre for Management Practice

City or Country

Singapore

Embargo Period

4-12-2020

Copyright Owner and License

Singapore Management University

Additional URL

https://cmp.smu.edu.sg/ami/article/20191125/platform-brands

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