Brand as platform: best practices in Italy

This paper investigates brand platformization as a strategic response to increasing commoditization driven by digital aggregation platforms. Building on the framework of platform building blocks (transaction, community, benchmarking, guidance, and inspiration) proposed by Wichmann et al. (2022), we conceptualize how brands can evolve into flagship platforms that enable continuous value co-creation. Drawing on secondary data, we analyze five leading Italian brands (Lavazza, Vespa, Technogym, Barilla, and Moncler) to illustrate distinct platform configurations. The findings highlight how platform-based strategies enhance differentiation by embedding brands into consumers’ routines, fostering relational and symbolic value, and leveraging artificial intelligence to personalize and scale interactions. Managerial implications emphasize the transition from productcentric value propositions to the orchestration of dynamic ecosystems. The study contributes to branding and platform literature by extending platform theory into the domain of brand strategy.