Model Overview Report

Introducing The Forrester Brand Orientation Framework

January 30th, 2018


The strategic objective for a brand is to create an advantage that makes the marketing and selling of an organization’s products easier, faster, and more cost-effective, and that furthers the long-term strategic objectives of the business overall, generating awareness, positive perceptions, and preference for the organization. Building insight along the dimensions of the Forrester Brand Orientation Framework ensures an audience-centric view of brand health. In this report, we introduce the Forrester Brand Orientation Framework, which allows brand leaders to communicate, plan, and measure the ways the brand creates this type of advantage for the business scenario it supports.

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