Sökning: "platform-based branding cycle"

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  1. 1. The Platform-Based Branding Cycle: Conceptualizing the Roles of the Platform-Based Brand Using the Case of Airbnb

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Camilla Jacobson; Friedrich Clemens Segebarth; [2019]
    Nyckelord :role of the brand; platform business model; strategic brand management; value creation; platform-based branding cycle; Business and Economics;

    Sammanfattning : Thesis purpose: To explore the phenomenon of businesses utilizing a platform strategy to create value from a branding perspective. We examine how the role of the brand for a platform is different than for a traditional business in order to conceptualize the role of a platform-based brand. LÄS MER