The Brand-Building Canvas

What's the idea?

In the high-end and generally in the lifestyle segment, the generation of a business model must go hand in hand with brand-building. Even more, setting-up a luxury or lifestyle business is hardly possible without emphasizing on brand-building. Consequently, we suggest combing business model generation with brand-building as this is naturally an interrelated process, especially in the high-end and creative industries. Based on several concepts of brand-building combined with the Business Model Canvas by Osterwalder and Pigneur (2014), we developed the Brand-Building Canvas.


What can you use it for?

  1. Develop new brands / brand-driven business models
  2. Rethink and update existing brands / business models
  3. Analyze and compare them with these of competitors
  4. Use it as a framework to analyze the success factors of brand-building per canvas category


How does it look like?




Source:  Eisenberg, M, Heine, K, Phan, M. (2016) The Luxury Brand-Building Canvas. Proceedings of the Global Marketing Conference, Hong Kong.