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
Citation
KUEHLWEIN, JP.
Platform as brands: The inbuilt potential and perils. (2019). Asian Management Insights (Singapore Management University). 6, (2), 20-26.
Available at: https://ink.library.smu.edu.sg/ami/122
Copyright Owner and License
Singapore Management University
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://cmp.smu.edu.sg/ami/article/20191125/platform-brands