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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).