We note that brand identity also emerges as a critical concept. The brand's identity creates value through customer franchise, which leads to brand equity. This is a focus for MO and BO, and it is increasingly becoming the central role of IMC. Finally, Figure 1 does not negate the contributions of the other elements of MO (i.e., competitor orientation) or the various aspects of brand orientation and IMC, since these also contribute to the NEXUS region and can be incorporated conceptually, and in any empirical consideration.