Brand Values

Question 1

What are core values? Give an example

Answer 1

Heart of the brand, they help to guide the brand
Example is Body Shop who’s values are all about stopping animal cruelty, this helps guide their brand as they practice against animal cruelty

Question 2

What are relatable values? Give an example

Answer 2

They are common values, supporting ideas, positions, habits and norms.
Body shop support ideas such as ‘Born Free USA’ which is a charity that helps endangered animals and animals in captivity. This is aligned with their core values.

Question 3

How do values summarise a brand?

Answer 3

They describe the brand essence and spirit of the brand.

The body shop is seen as a kind and caring brand.

Question 4

What are values that are perceived by customers?

Answer 4

They are values that add value for the customer, and if these values reinforce the customers values, it can reflect what the customer will exchange for the brand. Values speak to consumers.

Question 5

What are brand associations?

Answer 5

This is where consumers make associations based off an experience with a brand (Keller, 2013).
Body shop associations would be ethical, vegan, kind, cruelty free

Question 6

Why are brand associations important?

Answer 6

It relates to Keller’s CBBE model in the judgement section which is 2nd from top of the pyramid. It is important because it is what the consumer thinks about the brand.