The values ​​claimed by a brand or company are the values ​​it has chosen and promotes. This can be done through various means such as written commitments, advertising messages, and concrete actions. These claimed values ​​are intended to appeal to both consumers and employees of the company. In theory, the company’s actions should reflect the values ​​it claims; otherwise, it could lead to disagreement among employees or a disconnect among consumers. In 2004, the Wellcom agency introduced a “Values ​​Index” that lists and ranks the values ​​claimed by companies. The 2013 edition of this index offers a classification of the values ​​claimed by companies, included in the report.