1. Increased revenues and market share
2. Decreased price sensitivity
3. Increased customer loyalty
4. Additional leverage with vendors and
retailers (for manufacturers)
5. Increased profitability
6. Increased stock price, shareholder value
and sale value
7. Increased clarity of vision
8. Increased ability to mobilize an
organization's people and focus its
activities
9. Increased ability to expand into new
product and service categories
10. Increased ability to attract and retain
high quality employees
