How B2B marketers can drive $1 trillion in brand value

Stephen Whiteside

Business-to-business (B2B) marketers have an opportunity to drive a significant increase in brand value if they can match the performance of their consumer-facing counterparts.

Business-to-business (B2B) marketers are less successful than consumer-facing brands when it comes to generating value for their parent companies – and narrowing that gap could be worth almost $1tn, according to a study from Brand Finance.

The brand valuation consultancy identified the 100 intangible assets in the B2B category with the highest net worth, resulting in a first-of-its-kind set of rankings – unveiled in New York at an event hosted by WARC and the IAA (International Advertising Association) – that were led by tech giants Microsoft and Amazon.

Following next on this list were energy firms State Grid...

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