The Hidden Framework Behind Every Successful Brand | Business Canvas Masterclass

University of East Anglia
Norwich Business School
Employability, Creativity and
Personal Development
NBS-5131A
The Second Half
Seminar 3-4
18 and 22 November, 2024
Dr. Fahri Karakas
F.Karakas@uea.ac.uk

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Agenda
 Seminar 3 Activity:
 Benchmarking Table
 Seminar 4 Activity:
 Business Model Canvas

Seminar 3 Activity
Benchmarking Table

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Benchmarking Review
 A benchmark is an organization recognized for
its exemplary operational performance.
 There are many benchmarks in the world
including:
http://www.bestglobalbrands.com/2014/ranking/
Toyota for
Pixar for
Apple for
IDEO for
Processes
Design thinking
Product design
Creative
animations

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Value Chain I
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Firm Infrastructure
Human Resource Management
Technology Development
Procurement
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Primary Activities
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Benchmarking Organizations
Identifying Resources and Capabilities That Can Add Value

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 You will create a large table of your resources for
inspiration (i.e. role models) for your career.
 You will include a minimum of 10 brands in your table
 You may use a mix of the:
◦ Country Brands
◦ Organizational Brands (Top Global Brands)
◦ Individual Brands (Inspirational Careers)
Benchmarking Table

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 First, you will summarise the unique success and
contribution of this brand (using 10 key words or
phrases)
 Second, you will summarise what you learned from
this brand that will help you advance in your career (in
2-3 sentences)
 Third, you will identify an action point to take (that
relates to this learning and reflection on this brand).
(2-3 sentences)
Benchmarking Table

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Benchmarking Table
–
1. Country Brands
 Choose among
country brands in
this FutureBrand
report

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Benchmarking Table –
2. Organizational Brands
 Choose among Best Global Brands by Interbrand
 http://interbrand.com/best-brands/best-global-brands/2014/ranking/

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2. Organizational Brands
 You can also choose from Fast Company most
innovative companies
 https://www.fastcompany.com/most-innovative-companies/2017

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Benchmarking
Table –
2.
Organizational
Brands

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Organizational Brands

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3. Individual Brands
1. You can choose from Fast Company
most creative people in business
https://www.fastcompany.com/most-creative-people/li
st
2. You can choose from BBC 4 Desert
Island Discs episodes
https://www.bbc.co.uk/programmes/b006qnmr/e
pisodes/player
3. You can choose from Time 100 lists
https://time.com/collection/100-most-influential-people-202
4/

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Benchmarking Careers:
Lessons from Steve Jobs
Benchmarking Table – 3. Individual Brands

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 Try to choose the brands that appeal to you
 If you want to live in a particular country, choose that
country brand.
 If you aim to find a job/work for particular companies,
choose them as organizational brands.
 If you are inspired by careers of certain
leaders/people/artists, choose them as individual
brands.
Benchmarking Table - Considerations

Business Model Canvas
Seminar 4 Activity

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 The Business Model Canvas was proposed
by Alexander Osterwalder (Business Model
Ontology).
 It enables both new and existing businesses to focus
on operational as well as strategic management and
marketing plan.
 The Business Model Canvas helps you reflect
systematically on your business model, and map
each of your business model elements

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Business Model Canvas – Key Questions

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 Key Partners
◦ Who are your key partners/suppliers?
◦ What are the motivations for the partnerships?
 Key Activities
◦ What key activities does your value proposition require?
◦ What activities are important the most in distribution
channels, customer relationships, revenue stream…?
 Value Proposition
◦ What core value do you deliver to the customer?
◦ Which customer needs are you satisfying?
List of Questions 1

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 Customer Relationship
◦ What relationship that the target customer expects you
to establish?
◦ How can you integrate that into your business in terms of
cost and format?
 Customer Segment
◦ Which classes are you creating values for?
◦ Who is your most important customer?
 Key Resource
◦ What key resources does your value proposition require?
◦ What resources are important the most in distribution
channels, customer relationships, revenue stream…?
List of Questions 2

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 Distribution Channel
◦ Through which channels that your customers want to be
reached?
◦ Which channels work best? How much do they cost? How
can they be integrated into your and your customers’
routines?
 Cost Structure
◦ What are the most cost in your business?
◦ Which key resources/ activities are most expensive?
 Revenue Stream
◦ For what value are your customers willing to pay?
◦ What and how do they recently pay? How would they
prefer to pay?
◦ How much does every revenue stream contribute to the
overall revenues?
List of Questions 3

 Your Task
You are going to create the Business
Model Canvas for your term project
(Entrepreneurial Business Proposal or Seven I Project)

 Finalize your Benchmarking Table
 Finalize your Business Model Canvas
 Work on your asset creation project
 Develop evidence for lectures
Action: Things to do

The Hidden Framework Behind Every Successful Brand | Business Canvas Masterclass

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