ABSTRACT
The premise in this chapter is that values affect to some degree and in some way consumer choices. Values like those we have been describing are attributes of people. It elucidates the attributes of brands on the basis of which consumers evaluate brands as to the degree to which they are compatible with their personal value system. It offers a solution for the fact that research is sometimes far from finding a connection between product and brand choices and the higher, abstract end values of consumers. Segmentation and positioning research can shed light on the connections between the values of different segments and brand values. Consumers' value systems are largely influential in the way people see and define themselves in relation to the world that surrounds them. Brands acquire strength as their primal or functional meanings connect with the category and the consumer's value system.
