Bhargava, H.K.., Krämer, J. & Kishore, A. Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD. NIM Marketing Intelligence Review, 2024, Sciendo, vol. 16 no. 2, pp. 18-23. https://doi.org/10.2478/nimmir-2024-0012
Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD
Abstract:
Digital platforms have captured unprecedented levels of influence within the digital business ecosystem. Many platforms have gone beyond purchase facilitation and increasingly become the focal point for consumer interactions with sellers. Often, consumers perceive their interaction as with the platform rather than with the underlying brands or service providers. This creates a huge challenge to preserving brand identity and relevance in order to avoid commoditization. The authors suggest the Brand Shield Framework to help brands navigate a market dynamic where platforms control key aspects of the consumer experience and brand interaction, often diminishing the brand’s direct relationship with ist customers. It suggests six innovative strategies to reclaim brand identity and forge stronger connections between brands and their customer base, thereby avoiding the commoditization trap that platform dominance can exacerbate. SHIELD is a strategic paradigm that redefines how brands operate and succeed in the digital age by remaining competitive, relevant, resonant and resilient amidst the shifting sands of digital commerce.
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