BRAND VALUES Meaning and
Definition
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Brand values refer to the fundamental beliefs, principles, and attributes that a company or organization stands for and strives to uphold. They are the guiding principles that shape the identity, culture, behavior, and decision-making of a brand. These values communicate what the brand believes in and represent the ideals that it wants to associate itself with. Brand values are critical in forming and maintaining the brand's reputation and relationship with its target audience.
Brand values often encompass a wide range of attributes, such as integrity, innovation, quality, sustainability, transparency, trust, diversity, social responsibility, and customer satisfaction. These values are typically expressed through the brand's messaging, communication, actions, and the overall brand experience it delivers to its customers.
The purpose of brand values is to create a sense of identity, differentiation, and meaning for the brand. They serve as a compass to guide the brand's actions and help build trust and loyalty among customers. When consistently demonstrated and reflected in the brand's behavior, these values become an integral part of its image and can differentiate it from competitors.
Brand values are not only important for external communication and perception but also for internal purposes. They help align employees, stakeholders, and partners with the brand's mission and purpose, fostering a cohesive and unified brand culture.
Overall, brand values are the core principles that define a brand's character and influence its actions, relationships, and perceptions in the marketplace.
Etymology of BRAND VALUES
The word "brand" comes from the Old Norse word "brandr" which means "burning" or "fire". In ancient times, branding referred to the practice of marking livestock with a hot iron to indicate ownership. Over time, the term expanded to signify the identification of a product or company.
On the other hand, "values" stem from the Latin word "valere" which means "be strong" or "be worth". Values represent the beliefs, principles, and ideals that hold significance or worth to individuals or organizations.
Combining these components, "brand values" refers to the fundamental beliefs, principles, or qualities that a brand stands for and wishes to portray to its consumers. It signifies the set of principles that guides a brand's actions, decisions, and overall identity.
