Finally, ROMI helps companies understand only the quantitative impact of marketing investments. ROMI does not address the qualitative impacts of marketing, such as brand image, customer perception, and overall reputation. MotherNature.com seeks a trust-oriented, nature-oriented brand image. This implies certain trade-offs that are either out of the scope of ROMI or even contrary to creating a high ROMI. For example, MotherNature.com must balance its reputation as a trusted repository of health information and “green” products with its need to offer promotions and sell its products.