СТВОРЕННЯ ПЛАТФОРМИ ВЛАСНОГО БРЕНДУ

Abstract

The article explores how some branded product companies are moving away from traditional digital aggregators and instead creating their own brand flagship platforms. These platforms serve as more than just direct sales channels, they offer a blend of specialized products, services, and content while involving consumers and third-party businesses in the value creation process. In this article, the authors present four types of flagship brand platforms: the platform as instrument, as guide, as canvas, and as companion. They describe the relationship style, risks and opportunities associated with each. Actually, traditional retail chains and brand aggregators dominate the market, but digital platforms are disrupting these models by offering a broad scope of products across categories and encouraging consumers to start their purchase journeys on their platforms. For branded goods manufacturers, the threat from brand aggregators is also significant. These platforms standardize product presentation, limiting brand differentiation and encouraging consumers to compare products primarily based on price and customer rating. However, some manufacturers are turning this digital threat into an opportunity by creating their own brand flagship platforms. Big brands companies are leveraging platform structures to establish direct connections with consumers and integrate third-party businesses into the value creation process. By doing so, they offer a more holistic range of products, services, and content, transcending traditional product-centric perspectives. These brand flagship platforms allow companies to expand their core value offering and provide consumers with a comprehensive solution that goes beyond a mere sales channel. In conclusion, the article highlights the shift towards brand flagship platforms as a strategic move for branded product companies to bypass traditional digital aggregators and establish direct relationships with consumers. By embracing digital platforms and involving consumers and third-party businesses in the value creation process, companies can offer a more compelling and differentiated experience to meet consumer needs in today's competitive market landscape.