Brand core values are found in the mission statements of all brands. Make a list of the "transformational" key terms that are common to all mission statements and core values -- these include "commitment", "inspire", "help", and "give". Look up the best mission statements for top companies like Nike and JetBlue to see how the brand core values form the strategic imperatives.
Only a brand has a clear core value, it can provide a clear specification and guidance for enterprises to build a strong brand, communicate this value to the consumer with an appropriate way, thus further enhance consumer's brand awareness and loyalty, and accumulate brand values. Many enterprises have realized the important role of the core values of the brand, but what the enterprises really need to resolve is that how to shape the brand core values. If enterprises want to build core values of the brand, they must first clear the influence factors of the brand core values. Follow-up studies can help enterprises build the brand core values specifically through the study of the factors influencing the core values of the brand, and can focus on the different dimensions' role of the brand core values to other variables.