THE BRAND-BUILDING CANVAS: How to Build a Business and a Brand in One Go
Most entrepreneurs today do not just wish to make money, but also aim to serve a good purpose. They combine self-discovery with business-modelling and brand-building, but struggle to exploit the full spectrum and true potential of symbolic brand benefits. This article will help businesspeople combine these tasks as the author outlines the Brand-Building Canvas, explains why and how to use it, and briefly describes each of the brand-building elements.
a professor in luxury marketing at emlyon business school, I concentrate on how to build luxury brands for many years. There is no other segment in which symbolic consumer benefits play a greater role than for luxury brands. A big part of the brand-building process deals with the creation of ‘meaning’. Building a (luxury) brand is about developing brand identity. To find out what you want your brand to stand for, you can make use of a brand identity planning model that provides an overview about what brand elements should be considered and how they will inter-relate. However, there exist surprisingly few alternative brand identity models (e.g. by Aaker, 1997; De Chernatony, 1999; Esch 2008; Kapferer 2012). The existing models miss some aspects and do not allow to cover the full spectrum of brand meaning. There are some important components missing in some models (e.g. brand vision). As most commonly used models were created decades ago, they do not account for the tremendous changes in marketing and branding caused by digitalisation. In addition, they
