The MCA addresses key standard business questions... Brand Experience (BE) Status  What is the brand overall performance vs. competition? Category Learning  What are the key contacts in the category? i. To influence & to differentiate  What's the minimum BE weight to achieve visibility? Brand Learning  What are the Brand's SWOTS? Return on BE  How is the brand performing vs. competitors?  What is the cost-efficiency per contact and for the total IMC spend?

...and brings key benefits to the business enterprise. Business Management Process: Improved Demand  Imbed Brand Equity in the business planning process  Implement Accountability and Best Practices Management in IMC Marketing Management Process: Improved Brand Equity  Maximize conversion of Brand Experience into sales Brand Management Process: Improved Brand Experience  Get consumers'-led SWOT analysis of brand's mix  across all IMC activities  Evaluate which of the brand's IMC activities are: i. Effectively contributing, ii. Need improvement or iii. Should be re considered  Conceive and execute brand initiatives that effectively and efficiently engage with consumers