Towards a better application of brand values

Abstract

Despite the copious literature, the nature of values remains conceptually vague, being understood in different ways. Values are misconstrued by both academics and laypeople alike as whatever they choose them to mean. The former is no small issue as without knowing what exactly is meant readers understand the literature only partially. This misunderstanding may then lead to suboptimal applications of what authors pieces advocate for. At a broader level, specifying the values construct is essential for research and theory to develop in correct and coherent directions. Without getting too technical, this paper serves as a brief introduction (or refresher) to what values are, which ones are most common and how they might be better applied. By clarifying the values construct, the paper aims to improve practice. A better understanding of values stands to enhance segmentation, positioning and differentiation, rendering tactical branding efforts more effective.