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 con-tribute to the NEXUS region and can be incorporated conceptually, and in any empirical consideration.