The Platform-Based Branding Cycle: Conceptualizing the Roles of the Platform-Based Brand Using the Case of Airbnb
(2019) BUSN39 20191Department of Business Administration
- Abstract
- 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.
Methodology: An exploratory case study on Airbnb and Marriott International based on a qualitative research approach using document analysis as principle research method was conducted. The gathered data was analyzed using content and thematic analysis.
Theoretical perspective: In order to conceptualize the role of platform-based brands and develop new theory, we bridged literature on the sharing economy and the platform business model using a... (More) - 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.
Methodology: An exploratory case study on Airbnb and Marriott International based on a qualitative research approach using document analysis as principle research method was conducted. The gathered data was analyzed using content and thematic analysis.
Theoretical perspective: In order to conceptualize the role of platform-based brands and develop new theory, we bridged literature on the sharing economy and the platform business model using a strategic brand management perspective.
Empirical data: Secondary data extracted from documents concerning Airbnb’s and Marriott International’s business and branding strategies. Documents were assessed against the criteria of authenticity, credibility, representativeness and meaning.
Conclusion: There are underlying differences between platform and pipeline businesses, subsequently affecting the role of a platform-based brand in the sharing economy. The five main differences encountered are conceptualized to induce the Platform-Based Branding Cycle (PBBC). The PBBC includes the successive roles of a platform-based brand, namely the brand as a matcher, as a halo, as a co-creation, as a community builder and as a shared vision. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8989284
- author
- Jacobson, Camilla LU and Segebarth, Friedrich Clemens LU
- supervisor
- organization
- course
- BUSN39 20191
- year
- 2019
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- role of the brand, platform business model, strategic brand management, value creation, platform-based branding cycle
- language
- English
- id
- 8989284
- date added to LUP
- 2019-09-25 13:57:19
- date last changed
- 2019-09-25 13:57:19
@misc{8989284,
abstract = {{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.
Methodology: An exploratory case study on Airbnb and Marriott International based on a qualitative research approach using document analysis as principle research method was conducted. The gathered data was analyzed using content and thematic analysis.
Theoretical perspective: In order to conceptualize the role of platform-based brands and develop new theory, we bridged literature on the sharing economy and the platform business model using a strategic brand management perspective.
Empirical data: Secondary data extracted from documents concerning Airbnb’s and Marriott International’s business and branding strategies. Documents were assessed against the criteria of authenticity, credibility, representativeness and meaning.
Conclusion: There are underlying differences between platform and pipeline businesses, subsequently affecting the role of a platform-based brand in the sharing economy. The five main differences encountered are conceptualized to induce the Platform-Based Branding Cycle (PBBC). The PBBC includes the successive roles of a platform-based brand, namely the brand as a matcher, as a halo, as a co-creation, as a community builder and as a shared vision.}},
author = {{Jacobson, Camilla and Segebarth, Friedrich Clemens}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Platform-Based Branding Cycle: Conceptualizing the Roles of the Platform-Based Brand Using the Case of Airbnb}},
year = {{2019}},
}