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’.