Brand value can have two distinct meanings in marketing. On the one hand, it can refer to a brand's financial value, often also called its market capitalization or equity. On the other hand, when we speak of brand values ​​in the plural, we are referring to the principles and ideals that guide the brand's actions, such as respect for the environment, corporate citizenship, solidarity, or transparency. These values ​​give meaning to the brand's existence and initiatives. They can be affirmed by the company through its charter, commitments, and advertising, shared by employees, and associated with the brand by consumers.

Ideally, the values ​​chosen by a brand are not only claimed but also shared and associated. However, in reality, there can be a gap between the values ​​proclaimed by the brand and those perceived by consumers, especially when the company's actions do not align with its statements. Similarly, the stated values ​​are not always adopted by employees. Brand values ​​serve to guide brand management and influence consumer perception and evaluation of the brand. They constitute an essential element of brand identity.

It is worth noting that a university research chair is dedicated to this topic. A striking example of a brand putting its stated values ​​into practice is [name of brand], which explores the perception and association of brand values ​​within the framework of a satisfaction study. An interesting research study examines the impact of brand values ​​on the brand's customers and employees. Furthermore, a classification into 8 categories of [brand values] has been proposed by [name of organization], developed by the Wellcom agency. A recent presentation addresses the role and complexity of using brand values. For further reading on this subject, see [link to relevant resources].