GIM ValueVisuals

Values are decisive for successful branding

Sneakers are not primarily bought for being comfortable to wear, cars not for their technical equipment and food not only for its taste. It is all about authenticity, success, prestige, fun, fitness, and more besides. 

Values serve as an orientation and they are an expression for our culture and society: "What's important for me in life? What do I want to be? What's generally acceptable and important?". Values often guide our actions, also with regard to buying brands: We attribute values to products and brands. Values are central to the image we have of brands.



For over a decade, GIM has been doing research on value orientations and brand values for successful brand management.