Burke's customer loyalty and brand equity measurement approaches work together to provide a "total market" view of a business enterprise by identifying how to acquire, as well as retain customers. Burke views customer acquisition and customer retention as two critical elements of overall brand strength. Burke's brand equity framework is explicitly designed to recognize both of these factors, with brand equity programs drawing on our extensive experience in customer loyalty and relationship management. Based on extensive R&D, Burke identified six major dimensions of brand equity: Trust, Pride, Value, Responsibility, Stability, and Loyalty. In addition to being a cornerstone measure in our customer loyalty practice, Burke's Secure Customer Index® is used as the key measure of loyalty in our brand equity framework, forming a natural "bridge" between customer loyalty programs and brand equity measurement and management.