The Interplay between Internal Values and External Values in the Brand Building Process

The purpose of this thesis is to investigate the interplay between internal and external values, mainly by exploring the relationship between core values and brand values in a case study.This paper is based on a qualitative approach using various semi-structured interviews.The theoretical perspective aim to develop existing brand building process literature and provide enhanced understanding of the creation and origin of internal as well as external values.Empirical data was collected from Axis Communication across five aspects; top management, brand management, employee level, and an external branding agency. Last aspect concerns secondary data material regarding the Axis customers‘ perspective.The study show an array of interpretations regarding the definition of core values and brand values both among academics and practitioners. Yet, based on the case study, it can be argued that a mismatch between internal and external values of a brand may be beneficial for its on-going growth and development