In conclusion, brand values play a crucial role in shaping its identity and direction. They are created through analysis, research, and collective processes, and their definition at the start of a company is crucial for its long-term success. Brand values influence all aspects of a company's activities, shaping its culture, interactions with customers, and talent attraction. Defining values at the start helps the brand create a clear and consistent identity, set a direction for development, and build long-term relationships with customers. Brand values serve as a foundation for strategic decision-making, business model formation, product and service development, as well as communication strategies and marketing campaigns.