it largely ignores some of the important advantages of creating strong brand, such as the ability to attract higher-quality employees; elicit stronger support from channel and supply chain partner; and create growth opportunities through line and category extensions and licensing. the customer equity approach can overlook the "option value" of brands and their potential to affect future revenuse and costs. it does not always fully account for competitive moves and countermoves, or for social network effects, word-of-mouth, and customer-to-customer recommendations.