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The Core Value Compass: visually evaluating the goodness of brands that do good

Author

Listed:
  • Vignesh Yoganathan

    (Newcastle Business School)

  • Fraser McLeay

    (Newcastle Business School)

  • Victoria-Sophie Osburg

    (University of Hull)

  • David Hart

    (Newcastle Business School)

Abstract

Brands that do good for the society as well as for themselves are motivated by the core values they espouse, which necessitates a better understanding of what qualities a true core value must possess. The inherent tension within brands that do good, between commercial interests to increase competitiveness, and societal interests that are closely linked to the brand’s authenticity, has largely been overlooked. Hence, we develop and demonstrate a relatively easy-to-apply visual tool for evaluating core values based on a set of ‘goodness’ criteria derived from extant theory. The Core Value Compass adopts a paradox-based, evolutionary perspective by incorporating the inherent tensions within true core values, and classifying them according to their temporal orientation. Thus, we contribute towards a better understanding of underlying tensions of core values and provide a practical tool that paves the way for improved, and indeed ethical, corporate branding strategies. Furthermore, we demonstrate the Compass’ application using the case of a public sector brand, which is a quintessential brand that does good. Therefore, we also contribute to the nascent theoretical discourse on public sector branding. This paper therefore adds to the notable attempts to bridge the gap between theory and practice in core values-based corporate branding.

Suggested Citation

  • Vignesh Yoganathan & Fraser McLeay & Victoria-Sophie Osburg & David Hart, 2018. "The Core Value Compass: visually evaluating the goodness of brands that do good," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 68-83, January.
  • Handle: RePEc:pal:jobman:v:25:y:2018:i:1:d:10.1057_s41262-017-0074-0
    DOI: 10.1057/s41262-017-0074-0
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    References listed on IDEAS

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    Cited by:

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    2. R. J. J. Voorn & G. Veen & T. J. L. Rompay & S. M. Hegner & A. T. H. Pruyn, 2021. "Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 48-59, January.
    3. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.
    4. Monika Hajdas & Ryszard Kłeczek, 2024. "Victims: the missing piece in stakeholder-focused brand management puzzles," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 331-344, May.

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