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closeWhat does society expect from brands in this new century? What new expectations do stakeholders have regarding companies? What new universe of meanings make a brand something valuable for society, as well as for companies? Is sustainability of rising importance for new brands?
Brands have traditionally differentiated themselves through three types of values: functional (more linked to rational elements of needs satisfaction or hygienic factors), emotional (related to issues such as empathy and the understanding with the brand) and self-expressive (those which visualize and reaffirm elements of identity).
Document preapred for Corporate Excellence – Centre for Reputation Leadership quoting, among other sources, the intervention of Juan Benavides (Professor at the Complutense University of Madrid) and of Juan Cardona (Director of fRC) during the sessions of “The New Values of Brands” organized by the fRC and the Complutense University of Madrid, in Madrid March 2011.
