Topics: Brand Values

Meaning and Definition

‘The term ‘brand values’ normally refers to those values and philosophies held by a brand which are used to differentiate itself from its competitors. (Jackson and Shaw, 2008)

Each brand has a certain set number of beliefs and attitudes that they will use as a tool to make themselves stand out and untimely gain more costumers because of thought views.

Scholarly Points of View

‘Creating value is the indisputable goal of most organizations. The quest for sustainability has expanded the value conversation with consumers. Being socially responsible, environmentally conscious, and profitable is the new business model for all brands.’ (Wheeler, 2013)

Due to issues affecting the global planet such as global warming, waste disposal, pollution and climate change, brands across the world now have a social responsibility. That means they have to progress in an eco-conscious manner.

‘Brand value is not merely enhanced by the meanings consumers associate with brand name, the product, the logo, and other brand asset. It is a function of those meanings, and contributes to the brand’s “semiotic value”.’ (Oswald, 2012)

In order for a brand to appear credible, they must coordinate their views to suit their operations. In today’s day in age, consumers are more aware with brands practices, so if companies say they have certain values, they must stand by them.

‘Once customers understand a brand’s meaning, they come to rely on it as a shortcut when making shopping choices, which expedites the buying process and reduces the perceived risk. You can mould brand meaning through positioning and through favourable associations backed up by product performance, features that deliver value through need satisfaction, distinctive design and so on.’ (Wood, 2007)

There are many features that interlink together towards making a brand. As soon as a customer can comprehend the brand’s meaning and image, they will get a sense of what they have to offer, which results to a simpler shopping experience. For example, if I go into a mall, I know exactly what each brand has to offer, what their price tag is and who their target audience is. This is due to the brands perceived image which include values and identity.

Real Life Example

Nike

During the 2016 NFL games in the U.S., player Colin Kaepernick refused to stand up during the playing of the American national anthem as an act of a peaceful protest due to the oppression and police brutality that the African American community endures. The next day, Kaepernick decided to kneel instead of sitting down during the anthem because it showed more respect to soldiers. He said, "I have great respect for men and women that have fought for this country (talking about America)" (Kaepernick, 2016). However, this sparked controversy throughout America, which in turn divided the nation.

Kaepernick led the ‘Take the Knee’ protest together with other NFL players and coaches. This was seen as disrespectful by millions of Americans including the president Donald Trump who said “Wouldn’t you love to see one of these NFL owners, when somebody disrespects our flag, to say, ‘Get that son of a bitch off the field right now’” (Trump, 2017).

However, due to the controversy, ‘taking the knee’ now became a notion for social equality in America. Thus, fellow players, celebrities and influencers joined Kaepernick.

The protest led to Kaepernick losing his job at the NFL, nonetheless, due to the virality of the protest, he was one of the runner-ups for the ‘Times’ person of the year in 2017.

All of these actions led to Nike hiring him as a brand ambassador. In early September 2018, Kapearnick tweeted a picture of himself with the caption “Believe in something, even if it means sacrificing everything” and the hashtag “JustDoIt” (see figure 1).

Figure 1, Kaepernicks fist Nike campaign tweet

A few days later, Nike unveiled a two minute ad named 'Dream Crazy' narrated by Kaepernick (see video below). The ad showcased a number of top athletes from around the world. Kaepernick used the same tweeted caption “Believe in something, even if it means sacrificing everything”. Nike was referencing the events in which Kaepernick endured that made him lose his NFL job.

Due to the controversy that surrounded Kaepernick and his protest, people around America were once again divided, only this time the opposing side were threatening to boycott Nike as well as burning and cutting their goods (see figure 2).

Figure 2, tweet of man showing off his destroyed Nike merchandise

Nike knew exactly what they were doing when they hired Kaepernick as the face of their brand. They knew that there would be backlash and boycotts. However, they operated with their core target and values in mind. The brand “understood that a campaign of this nature could alienate some consumers, and decided to take a calculated risk. Understanding who their target consumers are and what they value as a cohort, they were able to make a bet; one that paid off” (Wertz, 2018). Even though the collaboration between the brand and the unemployed athlete raised some issues and boycotts, it ultimately came through as a successful campaign, just a few days after the release of the campaign, “The sportswear company has seen a 31% increase in online sales” (Martinez in Time, 2018).

The success of this campaign proves that values hold a significant place in branding and marketing. Nike brands itself as an inclusive brand. They say on their website “We believe in the power of sport to unite everyone and to inspire people to take action in their communities. We are committed to creating an inclusive culture at Nike and to breaking down barriers for all athletes” (Nike). Even though Nike is an international sporting brand, they took a bold political stance with this campaign because it aligns with their values. “From a branding perspective, the Kaepernick ad was a golden opportunity for Nike to cement its values” (Darharejia, 2018). Thanks to this campaign, they have built connections with loyal customers who identified with the brands values.

Personal Evaluations

The reason brands need values is because they set a purpose. Values are the core of the brand, they establish why a brand operates and how they do so.

Values reflect the image and perception of a brand. They are what drive consumers towards or away from brands.