Best Practice Report

The Forrester Brand Migration Model

January 1st, 2018


Current-state brand analysis is imperative to achieve or maintain a market leadership position. Our Brand Migration Model demonstrates how existing brand value should guide communications roadmaps. For each of the four B2B brand states, a corresponding theme and set of actions are required. In this report, we describe how to build and/or maintain a gold standard brand (high awareness, high preference) based on evolution paths originally laid out in the report A Balanced Brand: Evaluating Trust And Awareness.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.