brand glossary: brand values

A set of beliefs or attributes that represent the code by which an organization lives and operates–its strengths and how it positively impacts people, what it stands for, the things it holds dear, the principles that define how it behaves. It is literally documenting what a company values above all else. These attributes guide the actions of the organization and are embodied both in business practices as well as in employees, acting as a benchmark to measure performance and behaviors. Brand values stem from the most core purpose and belief of an organization and help deliver a brand’s promise in the marketplace.

Also known as: company values, corporate values, values