Brand values ​​represent the values ​​that consumers naturally associate with a brand. These values ​​can sometimes differ from those promoted by the brand itself. They are identified through consumer research, whether qualitative or quantitative. Associated values ​​influence how a brand is perceived and evaluated, and can even lead to a change in brand image. It is worth noting that brand values ​​can be explored through various analytical methods. For example, a common approach is to ask consumers about the values ​​they attribute to a given brand.