Greg Neagle has a great post outlining the benefits of installing OS X instead of applying an image. This method is great because you can use one installer in various scenarios and prevents you from doing the same work over and over again.
Greg released an tool called createOSXinstallPKG on Mountain Lion’s release day that can generate an Apple package which can install/upgrade to 10.7 or 10.8 as well as integrate a few administrative packages to be run after OS X is installed. This package can be used anywhere an Apple Package can be leveraged. You can use this package to allow end-users to upgrade their machines to 10.7 or 10.8 themselves with something like Casper Self Service or Munki Optional Install. Because you are creating the installer package, it is a guided upgrade process and you can sneak in whatever administrative packages you’d like.
Rich Trouton has done some great walk-throughs on how to leverage a createOSXinstallPKG-generated package using DepoloyStudio in various scenarios. The links for these various scenarios can be found on Greg’s Blog.
Managing OS X