<blockquote>Finally, our analysis might provide a reality check on some of the gigantic brand values now published by leading brand valuation companies as it reveals that often the lion’s share of value lies in customer relationships. Although closely intertwined, brand equity and customer equity are different concepts that need to be measured and reported separately. The real art of brand management will be to integrate the two concepts without being stymied by friction between the camps that typically manage brands and customer relationships. As Peter Drucker said, well before the advent of the information age, the sole purpose of a business is to create a customer. It’s clear that brand building will only go so far.</blockquote>