Vision Report

Introducing The B2B Brand Measurement Framework

 and  four contributors
Updated Jul 07, 2025

Summary

B2B leaders struggle to fully understand, measure, and communicate their brand’s impact on the business, even though it is a primary driver of buyer purchase intent and fuels positive outcomes for all audiences — employees, investors, and beyond. Brand measurement is past due for reinvention. In this report, we introduce a comprehensive framework for B2B brand measurement and define ways of measuring a brand’s influence on business outcomes.

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