Making the brand part of the business model

A managerial perspective on brand management: Making the brand part of the business model

In competitive and fast-moving environments, organisations brand their products and services to create competitive advantage and raise awareness of their offer. Brands are used to differentiate product or service offers in the marketplace and, ultimately, generate positive associations with it. Markets are familiar with brand names such as Starbucks, Nike, British Airways, Cadbury and Oxfam.

Organisations may benefit from brands in different ways. Brands may be seen as important tools for connecting the organisation to the marketplace, but they are also a relevant managerial instrument that may be used to help define the business or shape the internal business culture. Brand management may, thus, have a wide ranging role for businesses.

How can organisations use their brands as an instrument that captures and is part of their business model? The Breakfast Briefing, which took place on 26 January 2016, saw Dr Cláudia Simões, Senior Lecturer in Marketing at OUBS explore the ways brands may be used as an asset to an organisation’s marketing and to the organisation itself.

View the presentation slides from Dr Cláudia Simões on ‘A managerial perspective on brand management: Making the brand part of the business model’.

The Breakfast Briefings are a series of face-to-face events, as part of The Open University Business Network. These events aim to foster collaboration and create an opportunity to explore together the latest and best of business thinking. We understand business and want to help your business flourish by sharing our insights into leadership and management at this series of collaborative events.

In between briefings, why not join in on LinkedIn.

Upcoming Events

Mar 10

Doing Academia Differently: Professional Development Symposium for Doctoral Students and Early-Career Academics

Tuesday, March 10, 2026 - 09:00 to 17:00

Michael Young Building, The Open University, Walton Hall, Milton Keynes, MK7 6BB

This one-day symposium on ‘Doing Academia Differently’ will provide inspiration and support for PhD and early-career academics to approach the complex tensions and dilemmas of contemporary academia in new and creative ways.

Mar 12

International Women’s Day: Supporting diverse new motherhoods for work inclusion

Thursday, March 12, 2026 - 11:00 to 12:30

Online Webinar - link below

This webinar from our GOP research cluster will discuss findings from research into how motherhood impacts employment for ethnic minority women.

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