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

NIM Marketing Intelligence Review

Volume 16 (2024): Issue 2 (November 2024)

By:

Hemant K. Bhargava, Jan Krämer and Abhinav Kishore

Open Access

|Oct 2024

Figures & Tables

FIGURE 1

The SHIELD framework: Defense shields against brand commoditization on platforms

DOI: https://doi.org/10.2478/nimmir-2024-0012 | Journal eISSN: 2628-166X

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Language: English

Page range: 18 - 23

Published on: Oct 26, 2024

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 times per year

Keywords:

Brand Commoditization,

Brand Empowerment,

Consumer Attention

Related subjects:

Business and economics,

Political economics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business management, other

© 2024 Hemant K. Bhargava, Jan Krämer, Abhinav Kishore, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.

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