Brand prestige and digital platforms: Strengths and hindrances

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

A brand’s prestige relies on its audience’s niche and its products’ exclusivity. While digital platforms can enhance brand prestige, they can also hinder it.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2023), "Brand prestige and digital platforms: Strengths and hindrances", Strategic Direction, Vol. 39 No. 6, pp. 32-33. https://doi.org/10.1108/SD-04-2023-0049