Uncovering the corporate brand's core values

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Citation: Mats Urde (2009) Uncovering the corporate brand's core values.

doi: 10.1108/00251740910959459 Wikidata: Q79800208

Tagged: corporate values (RSS)


Values related to a brand can be looked at from three viewpoints:

  1. Values related to the organisation.
  2. Values that summarise the brand.
  3. Values as they are perceived by customers

The term corporate brand core values is defined as "mindsets rooted within an organisation and the essential perceptions held by customers and non-customer stakeholders defining the identity of a brand."

From case studies of Volvo, IKEA, IBM, and Scanpump found several characteristics of core values:

  • evolve
  • are rooted
  • are built brick by brick
  • are challenged
  • support the promise

Core values can also be categorized as:

  • True (internally rooted and perceived by customers over time)
  • Aspirational (have a meaning internally, but are not perceived by customers)
  • Potential (appreciated by the customers, but are not part of the corporate brand identity as defined and/or understood internally)
  • Hollow (lack both internal foundation as well as appreciation and credibility as perceived by the customers)

How to avoid hollow core values:

  • Stop: hollow (per above) values should be first to be weeded out
  • Continue: process of uncovering the corporate brand’s track record may confirm true core values; nevertheless, they must not be taken for granted.
  • Start: Values perceived by customers (potential) or desired by management (aspirational) could be cultivated to become true core values