Using the inputs from the AER $($Acquisition$-$ Expansion$-$ Retention$)$ strategy grid and key environmental trends, the BOR $($Brand$,$ Offering, Relationship$)$ equity grid can be completed to describe three key pieces of information for the BOR strategies: Marketing objectives, $\_\_\_\_\_\_\_\_\_\_\_\_,$ and maintaining the SCA $($Sustainable Competitive Advantage$)$ over time