A Vision of Brand’s Core Values Role in Supporting the Brand’s Personality and its Stability with Global Societal and Political Changes

The core values of the brand are the principles and beliefs that the brand adheres to, representing the essence of its culture and identity. They reflect the core vision, mission, and strategic direction of the brand, and express the attributes and principles that the brand seeks to enhance and reflect in all its philosophical and visual aspects. Therefore, they play a crucial role in guiding brand design and decision-making that impacts customers and the community. As the brand's personality emanates from its core values, these values help build trust and loyalty to the brand, guiding operational processes and setting priorities. The research problem arises from the fact that global societal and political changes may necessitate a shift in the stance and approach toward certain issues, requiring the need for the brand's values to remain stable and adaptable to these changes. Therefore, this research aims to identify the role of the brand's core values in supporting the brand's personality and stability amidst global societal and political changes. To achieve this goal, the research follows a descriptive-analytical approach. The research concludes that the core values of the brand represent the ethical, cultural, and social foundations that guide its behavior towards societal and political changes, reflecting its alignment with the needs and values of customers and the community.