Model Overview Report

Introducing The Forrester Brand Lifecycle Framework

March 4th, 2022
With contributors:
Jennifer Ross , Jennifer Zhang , Kate Pierpont


Successful B2B brands drive long-term business value by creating awareness, positive perceptions, and preference as well as differentiating an organization and its offerings from competitors. Brand and communications leaders must enable the organization to deliver a consistent brand experience for all audiences. In this report, we introduce the Forrester Brand Lifecycle Framework, which depicts a best-in-class approach to cultivating an effective and durable brand through brand development initiatives and ongoing brand amplification and optimization activities.

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