tends to emphasize strategic issues in managing brands and creating and leveraging brand awareness and image with customers. it provides much practical guidance for specific marketing marketing activities. With a focus on brands however, manager don't always develop detailed customer analyses in terms of the brand equity approaches could benefit from sharper segmentation schemes afforded by customer-level analyses and more consideration of how to develop personalized, customized marketing programs for individual customers -- whether individuals or organizations such as retailers. There are generally fewer financial considerations put into play with brand equity than with customer equity.