Uncovering the Corporate Brand's Core Values

Brand core values are found in the mission statements of all brands. Make a list of the "transformational" key terms that are common to all mission statements and core values -- these include "commitment", "inspire", "help", and "give". Look up the best mission statements for top companies like Nike and JetBlue to see how the brand core values form the strategic imperatives.

Abstract

Product homogenization becomes serious today; how to use the brand core values to seek differentiated competitive advantage has become the key to brand strategy. Based on the domestic and international studies, this paper summarizes the connotation of the brand core values, the dimensions and measure of the brand core values, and the relationships between the brand core values and other marketing variables, trying to show the overall framework of the brand core values research. Meanwhile, it points out the shortcomings of existing research and research prospects for the future, so as to provide reference for future research.

Keywords:
Brand Core Values, Review, Prospect

Source: Xiangyin Li and Cui Sun, https://www.scirp.org/html/8-9201849_62125.htm
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