Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD

KEYWORDS Platforms, Brand Commoditization, Brand Empowerment, Consumer Attention Platforms steal the show from brands ｘ Digital platforms have captured unprecedented levels of influence within the digital business ecosystem. Brands must navigate a market dynamic where platforms control key aspects o...

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Bibliographic Details
Published in:NIM Marketing Intelligence Review 2024-11, Vol.16 (2), p.18-23
Main Authors: Bhargava, Hemant K., Krämer, Jan, Kishore, Abhinav
Format: Article
Language:English
Subjects:
Brand Commoditization
Brand Empowerment
Brand loyalty
Brands
Competition
Competitors
Computer platforms
Consumer Attention
Consumers
Customers
Customization
Design
Empowerment
Lifestyles
Loyalty programs
Marketing
Partnerships
Platforms
Purchasing
Social networks
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Summary:KEYWORDS Platforms, Brand Commoditization, Brand Empowerment, Consumer Attention Platforms steal the show from brands ｘ Digital platforms have captured unprecedented levels of influence within the digital business ecosystem. Brands must navigate a market dynamic where platforms control key aspects of the consumer experience and brand interaction, often diminishing the brand's direct relationship with its customers. Exclusive partnerships often bring increased promotional support from the chosen platform, thereby amplifying the brand's presence among a targeted user base. * Infatuated customer strategy ｘ Central to the infatuated customer strategy is the increase of personalized experiences that cater directly to the unique needs and preferences of each customer. LEGO Ideas demonstrates the power of involving customers directly in product development, significantly increasing engagement and fostering a collaborative brand-community relationship that makes LEGO stand out from competitors on platforms such as Amazon. *Ecosystem strategy ｘ The ecosystem strategy is about creating a comprehensive network of complementary products, services and experiences that collectively enhance the brand's value proposition to customers.
ISSN:2628-166X
2627-4957
2628-166X
DOI:10.2478/nimmir-2024-0012