brand glossary: values

Values are the set of beliefs or attributes that represent the code by which an organization lives and operates–its strengths and how it positively impacts people, communities and the marketplace. These attributes define what a company believes in and stands for; help guide the actions of the organization; and are embodied in business practices as well as in employee codes of behavior, serving as a benchmark to measure performance, purpose and actions. They 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, Corporate or Brand Values