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In an OEM relationship, the brand owner normally exercises greater control over the specification and market position, while the manufacturer produces against the agreed requirements. The project may involve light customisation of an existing platform or a buyer-supplied design. The term OEM alone therefore says little about the depth of customisation.

The buyer first needs to decide which conditions form the non-negotiable core of the branded product. Rated values, structure, critical materials, safety protection, plug, power cord, controls, accessories and packaging make up the product definition. Colour, surface treatment, graphics and benefit statements shape consumer perception. Both layers matter, but a change in each has different consequences.