Marketing leaders are accountable for envisioning a B2B brand that differentiates an organization and its offerings from competitors, sustains a reputation among key stakeholders, and drives key business objectives. This brand management process employs an ongoing set of activities over a period of years that generates awareness, positive perceptions, and preference. This report underlines the strategic nature of B2B brand building using the Forrester Brand Lifecycle Framework and explains how brand leaders have a unique opportunity to act as agents of change.