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The cost function is:
Culture-Identity
The connection and relationship between an individual’s or group's culture and their self-concept or sense of identity.
Brand's Identity
The collection of attributes and values that define how a brand presents itself to the market and distinguishes itself from competitors.
Brand's Image
represents the public perception or the set of beliefs held about a brand.
Firm's Culture
The collective behaviors, values, rituals, and belief systems that define an organization's internal environment and how it operates.
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