As suppliers to business markets face shareholder demands for top-line-driven profitable growth, brand and pricing decisions can make a substantial contribution. Effective decisions about brands and pricing can emerge from an overall framework to reflect customer-written plans and segment-specific strategies to improve the supplier’s ability to win business and increase market share. Effective decisions can also improve the profit line by enabling the supplier to command better margins for its products and services. These brand and pricing plans and strategies will respond to the critical success factors central to each business environment and customer relationship. When made from these foundations, brand and pricing decisions can help to perpetuate a virtuous cycle that creates value for shareholders and customers alike.