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For CMO Professionals

B2B Firms Must Focus On Brand Equity To Drive Value

Benchmarks: The Brand Experience Playbook

November 27, 2018

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This is the Benchmarks report in The Brand Experience Playbook For 2020.

Why Read This Report

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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Table of Contents

  • B2B CMOs Need To Refocus Their Brand Assessment
  • Equity Is A Brand Imperative
  • B2B Brand Equity Fuels Strategic Brand Management
  • Recommendations

  • Anchor Your Brand Strategy And Measurement Framework To Equity
  • Supplemental Material
  • Related Research Documents

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