Brand values

The term has multiple interpretations. First, it refers to the added value a brand offers consumers, stemming from a positive image and trust that influence their purchasing decisions. Second, it highlights the financial value a brand represents for a business, determined by customers’ willingness to pay, their loyalty, and awareness of the brand. Finally, within the brand identity, values are viewed as core beliefs that a brand embodies and communicates not only to its audience but also to its representatives, the media, and the general public.