By Yves Krief and Guy Jacquot, published in *La revue des marques* No. 99 – July 2017, p. 74
The term ‘value’ can refer to what is regarded as true, beautiful or good, or to the worth of a particular object – specifically, its monetary value. When it comes to brands, the question is not only what a brand is worth, but also what constitutes value within a brand.