GIM Values

Value research for successful brand management

Socio-demographic variables are less and less suitable for understanding the emotional bonds between people and brands.

Instead, brand loyalty rather depends on the correlation between brand values and the peoples’ personal values, since values serve as long-term orientations which guide peoples’ actions. As far as brands are concerned, they are an expression of long-term image variables. The character of the relation between people and brands in terms of values – the “resonance“ – allows for conclusions on long-term probabilities of emotional bonds and their quality. 

GIM has long years of experience in the research into the value relation between people and brands: