Define: Cost of Ownership
Cost of Ownership
The true cost of a purchase measured by deducting an items residual value from its original purchase price (plus the cost of maintenance and usage) divided by the period of ownership.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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