Values: Necessary Pathways to build Emotional and Spiritual Brand Equity.

VOL. 0064 – FLORIDA, THURSDAY, OCTOBER 23, 2025

Juan F. Arjona Harry

President & CEO Strategee   

Whenever a Brand considers that could build an emotional or spiritual Equity, the most appropriate way to achieve it, coupled with proper execution of a Branding and Communications Plan, is appealing to Values.

These are born in the personality of a society. They represent the accepted, socially agreed, what is right for society.

The values ​​are part of the behavioral intangible heritage to be transferred and transmitted from generation to generation by the cultural production system (ie, the different sectors of society, including the home as the foundation of society).

The values ​​are divided into universal values ​​and local values.

Universal values ​​are those characteristic of the human species that are necessary for the maintenance of mankind on the planet, such as: respect for life, love and the protection of children, matchmaking, survival and the instinct to protect the underprivileged.

Local values ​​are divided into three groups as follows: Values oriented by others (that evaluate and guide the relationship between people); Values guided by the Environment (used to evaluate the relationships between humans and their environment), and Self-Driven Values (that give meaning to life itself, modeling desirable goals in the life of an individual).

Now, consider the immense contribution that these value groups can provide as founders of the communications platform on which to build Emotional and/or Spiritual Equity.

1. Values oriented by others:

1.1. The individual versus the collective.

1.2. Orientation toward romanticism.

1.3. The prevalence of adult, youth or child protection as a priority of society.

1.4. Orientation toward femininity, masculinity or both.

1.5. The orientation towards competition or cooperation.

1.6. The orientation towards youth or old age.

2. Values guided by the Environment:

2.1. The value of cleanliness.

2.2. Orientation toward the status or outcome.

2.3. Orientation toward tradition or to change.

2.4. Orientation toward risk or safety.

2.5. The orientation towards pessimism or optimism.

2.6. The orientation to be contender or friend of nature.

3. Self-Driven Values:

3.1. Being passive or active in terms of work and daily routine.

3.2. The orientation to be materialistic or spiritual-immaterial.

3.3. The orientation towards hard work or leisure.

3.4. The orientation toward immediate gratification or gratification in the long term.

3.5. Orientation toward sexual satisfaction or abstinence.

3.6. The orientation towards humor or seriousness.

The proper choice of the set of values ​​to guide the brand will be vital in the possibility of building the Brand Equity in this way.