Vision Report

Envisioning Powerful B2B Brands Drives Long-Term Value Creation

How B2B Organizations Must Make The Brand A Strategic Asset For The Business

January 18th, 2022
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
Lori Wizdo, null
Lori Wizdo
With contributors:
Jennifer Ross , Jennifer Zhang , Kate Pierpont

Summary

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.

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