Instead, brand awareness is the only criterion many use to measure ROI.

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The final criterion of this approach is relative strength, the measure of how a stock has performed compared to all other stocks over the past year.

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This is the same criterion used by the actuary of Social Security to compute the ultimate measure of the long-term financial condition of Social Security and used by private lenders in determining whether the purpose to which a prospective loan is put will increase the present value of a company's future cash flows by more than the amount of the loan.

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