Sharing of production between an anonymous producing company or manufacturer and selling through a brand owner without specific interest to produce the product by itself does not add any real value for the customer.
The value of the product is seen raised with the branding by some added value in prestige and possibly some assurance of qualities relevant to the user.
As consumption is driven by some imagination of needs and not just by real needs, the importance of the branding may increase with the differential of some individual need reception compared to any rational arguments on needs.
Hence OBM strategies allow sales operations to follow changes in market demands without investing in production facilities themselves, very similar to OEM and ODM strategies.
Samsung is one of the OBM, as they can design, manufacture and brand their high-end Galaxy S smartphones.