Inspired by the Business Canvas by Alexander Osterwalder and Yves Pigneur (https://strategyzer.com, book recommendation: Osterwalder, A.; Pigneuer, Y. (2011): Business Model Generation, Frankfurt) and the Project Canvas by Prof. Frank Habermann and Karen Schmidt (http://overthefence.com.de; book recommendation: Habermann, F.; Schmidt, K. (2018): Over the fence, Berlin) and the MAK Brand Model (book recommendation: Baumgarth, C.; Kaluza, M.; Lohrisch, N. (2014): Markenaudit für Kulturinstitutionen, Wiesbaden) the first draft of a Brand Canvas was developed by Prof. Baumgarth in 2016. The model has been tested, changed and improved in numerous seminars. It is generally applicable as a didactical instrument in oder to illustrate the holistic nature of brand management. Furthermore the canvas has proven to be beneficial in discussing and determining marketing concepts for Startups and new business models. Finally, the B*Canvas is suitable as an evaluation instrument to create the basis for comprehensive brand audits.
By now the Brand Canvas “B*Canvas” lies under the Creative Common License “Attribution-Share-Alike 4.0” (https://creativecommons.org/licenses/by-sa/4.0/).
Therefore, please feel free to use the B*Canvas for your own purposes and adapt it with referencing this source.
We are happy to hear about feedback, ideas and experiences you made with the B*Canvas. Please send your comments to firstname.lastname@example.org.
Surely we will publish a Version 2.0 here within the next months.