Chapter 4 provides the augmentation for the intricate process of building a brand in the business-to-business (B2B) context with the introduction of the Service-Dominant Logic concept. It emphasizes the necessity of value co-creation and aligning brand strategy with corporate vision and mission, ensuring that brand values resonate with target markets. The chapter outlines essential components such as brand analysis, mission formulation, and the importance of understanding customer interactions to uncover core brand values. It also discusses the significance of clarity, consistency, and leadership in brand building, particularly in navigating competitive landscapes and technological advancements. By integrating brand planning into future business strategies, companies can create powerful market leaders that adapt to evolving conditions while maintaining a coherent brand narrative. Key concepts include brand relevance, strategic brand management, brand equity, and the role of corporate communication in enhancing brand perception.