Core values - essence of the intrinsically to and central to the brand. Benefits that should be present in all its communication and possible extensions. Tampering with this could potentially damage the equity of the brand. 

Supporter values- values that the brand strongly possesses but are not as closely associated with it as the core values. This values provide some levy for modification and could be changed or developed further.

Peripheral values - Other association with the brand which are not strongly embedded  in consumers mind and can be easily changed if desired.

Detractor values - values that detract/ take away from the core/ essence of the brand Eg. If Volvo stands for 'safety' and extension can not stand for something diametrically oppositeType your paragraph here.


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