Building Brand Power: Marketing Strategies for OBM

Young Won Park (), Geon-Cheol Shin () and Kyung-Soo Lee ()
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Young Won Park: Saitama University
Geon-Cheol Shin: aSSIST University
Kyung-Soo Lee: COSMAX

Chapter Chapter 5 in Original Brand Manufacturing Business Model, 2025, pp 71-90 from Springer

Abstract: Abstract This chapter examines the strategic transformation from Original Equipment Manufacturing (OEM) to Original Brand Manufacturing (OBM), focusing on branding as the cornerstone of value creation and competitive advantage. As OBM firms move from cost-based production to brand-led differentiation, marketing evolves from a support function to a core strategic capability. Through case studies—most notably COSMAX—this chapter explores how OBM firms develop branding capabilities across identity construction, digital engagement, design, innovation, and global positioning. Brand power in the OBM context stems not from visibility alone, but from authenticity, narrative control, and emotional connection. Firms must master storytelling, customer proximity, and omnichannel experiences, while also integrating digital tools such as AI, influencer mapping, and data analytics. COSMAX exemplifies how marketing, R&D, and manufacturing can be aligned to enable agile, customer-driven brand building. Yet branding success requires more than external campaigns—it demands internal alignment, governance agility, and institutional transformation. OBM firms must overcome legacy mindsets, talent gaps, and regulatory complexity to build resilient and purpose-driven brand ecosystems. As digital globalization accelerates, OBM success will belong to those who treat branding not as decoration but as a systemic, enterprise-wide capability. Branding becomes not just a promise, but an operating principle for sustained growth.

Date: 2025
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DOI: 10.1007/978-981-95-0253-0_5

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