brand values

Essence of a brand, often expressed in key words. Examples of keywords used to express brand values include ‘quality’, ‘creativity’, ‘luxury’, and ‘integrity’. Tom Blackett from media agency Interbrand suggested that brand values can be divided into three classes: functional values (what the brand ‘does’ for the consumer); expressive values (what the brand ‘says’ about the consumer); and central values (what the brand and consumer ‘share’ at a fundamental level).