Decision Tool

The Forrester Rebranding Budget Workbook

March 25th, 2019


The Forrester Rebranding Budget Workbook provides a structured approach to preparing detailed budget estimates for a rebranding initiative, using the four phases of the Forrester Brand Lifecycle Framework. The tool allows users to specify the organization’s total brand initiative budget, the percentage of the total budget allocated to each phase, and an allocation for each budget item in that phase. Results are displayed as the total count of insourced and outsourced items for each phase, the total count of capex and opex items for each phase, and the total rebranding budget for each phase over the planning year.

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