B2B Firms Must Focus On Brand Equity To Drive Value

November 27th, 2018

Dipanjan Chatterjee VP, Principal Analyst

With contributors:

Keith Johnston , Alex Sobchuk , Rachel Birrell

Summary

Business-to-business (B2B) CMOs must invest in brand equity to drive financial value. This report explores the vital role of equity in brand management and provides a framework to help CMOs measure and manage brand equity in a B2B environment. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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