1. Value angles
Customers desire to purchase those products that add value to their values. Taking into account
this point, companies should produce such products that add value to customer values.
Even in case a company accomplishes to determine its target audience, there may be many values
among this audience, which may take the company to chaos. However, in order to avoid the
activities of the companies aimed at ranking not to be chaotic, the value given by customers to any
product should be studied and key values should be determined.
THE CUSTOMER VALUE may vary depending on the product nature, product application
areas and etc. As systematizing these values and determining key values is a complex process,
which values to aim and how reflect it in its products remains a difficult issue for the companies or
brands.
In order to avoid such confusion, companies should follow two strategies:
1) Engrafting the brand values to customers; and
2) Transferring the customer values to brand values.
When people make purchases, they always try to get such value that is important for them. And
the companies aim to determine these values and offer such products and services to the
customers that fit these values. However, this process is not quiet easy. The logic prescribed here
is mainly to ensure right understanding of this value between the company and the customer.
While the process of purchase (before deciding, at the time of deciding and after deciding) the
customer understand his/her certain needs, despite not entirely, and accepts them as a value for
himself/herself. The customers reflect the value through emotional expressions, like ‘it’s premium’,
‘it’s very cheap’, ‘it’s very beautiful’, and etc.
In many cases, several values become actual for the customer all together. For example, let us
suppose that you want to buy a car. You determine several values in this process for you:
1. Quality 2. Design 3. Functionality
You make choices based on these values and you choose S or E class model from the Mercedes
brand. If we study the process, we can see that the importance of your three values are different
and these values influence your understanding under certain agle.
Therefore, we called this approach ‘Value angles’. The cause is that the values in perception of
the customer are under certain angle.
Another important issue is determining these values and supplying suitable product (goods and
service). In this case, the company should transfer these values to the values s/he would offer.

2. However, rational expressions of the values should be determined for the company. That is,
although the value angles is an emotional expression, the company should transfer it to the value
angles offered by the company in a rational expression.
Let us see the values regarding the product below:
Funksion
Functionality Self-
Özünü
Transformation process
allıq
idarəetmə
management
funksiyası
function
Uzunömürl
Durability
Keyfiyyət
Quality ülük
Dizayn
Design Tərz
Style
As we can see, the emotional expressions were transferred into rational expressions. The
mentioned conditional emotional expressions are shown actually as a triangle. That is, the outlook
of the values has various angles for the customer.
As in Mathematics, the sum of the angles in a triangle is 180 degrees. However, the values of the
angles themselves are different. The key issue is defining its degrees exactly or to some extent.
Because the values offered by the company should be similar as well.
It is required to solve two major problems in this case:
1. Defining the angles of the customer values: and
2. Transferring the same values to values offered by the company in rational expression.
Thus, the company defines the emotional values of its current or potential customer (segment) and
offers rational values to him/her.

3. Emotional Value Rational Value Explicit Expressions of Rational Values
Quality Durability 10 years
Functionality Self-management Gathering speed in a short time, regulation of speed
according to weather conditions
Design Style Unusual and lux design for those who regard themselves
exclusive ones
And so, the company manufactures products meeting these rational needs specifically and
introduce them into market. Even in promotional campaigns these rational values are expressed.
It is possible to define separate value angles for the abovementioned quality value. For example:
according to customer, the quality value includes the product quality, functional consumption
quality and consumption durability qaulity. And the company, in compliance with these, should form
subvalue angles for its durability value. And this process may itself divide. And so, each value
angle may be itself lowered to a subvalue angle. The key stipulation is to ensure the value angles
offered by the company to be at the same angle with the customer and to be in a rational
expression.
One of the problems is to transform the customer values to the company values.
If we look at 4 P and 4C, we can see the same logic there. That is, if the important values by the
customer are 4 C, then the values offered by the company are 4 P. However, the angles of these
values may always be different for various companies. The reason is difference of importance
levels of the values for the customer.

4. Classification of Customer Values
Classification of customer values is one of actual problems in the spheres of marketing and
management. Thus, in this sphere, Anderson, J. C., Narus, J. A., & Rossum, W. v. (2006). in their
articles in the Customer Value Propositions in Business Markets, Harvard Business Review
Magazine have divided the customer value offers into 3 categories:
1. All benefits
2. Favourable Points of Difference
3. Resonating Focus
Let us show below what these 3 categories of the value offers express:
Value All benefits Favourable Points of Resonating Focus
Supplies Difference
What do they All the benefits the customer Major points making Which different points
express? obtained you different from a to be improved will
little stronger provide the customer
alternative with the biggest value
in the future? (near,
medium and far)
Responses to Why your supply? Why you? Why we should buy What is the key value
customer from you, but not from that necessiates us to
questions your competitors? keep your offer in
(desires) mind?
What do they Becoming aware of all offers Becoming aware of all How to convey the
require? in the market offers and the best most important value
alternative offers in to the customer in
the market comparison with the
best alternative?
Invisible Statement of feasibility Self-satisfaction and The customer
potential self-confidence in the requires a value
threats values research
Various companies or brands are using these 3 value categories in different forms. In general, they
have mainly directed toward the 2nd and 3rd value categories recently.
Although, an action like all players is required in the first value category, in the second category
distinguishing advantages (differentation) have been underlined. But if the dynamics of the market
and participators are considered, it would be gradually possible to offer it to the customers by
others in a similar or stronger form. Also, there is a threat of perceptibility of self-confidence and
self-satisfaction in the 2nd value category.

5. The 3rd value category is in a more strategically purposeful and planned form. At the same time, it
is in a position to respond with more proper and rational values to the emotional values of the
customers. As we can see from the above schedule, actually, from the 1st value category to the
3rd value category the values are gradually getting optimized. However, at the same time, the
power and singularity of the values are increasing. This shows that every brand should discover
the strongest emotional values of the customer and should offer specific rational values in
response to these values. And singularity in the values is increasing the power of the value directly.
The singularity will be on a limited number and in general, in many cases will be in singular. By
defining this key value and other key values supporting or completing it and by offering it to the
customer, the brands may maintain its power for a long time and may increase it.
The customer value angles may be reflected through various geometrical figures. However, when
we increase the number of the value angles in these figures, there may occur some difficulties. For
instance, it is difficult to determine it in a five-angle value and even, it is quite impossible to transfer
it to the value offered by the company. And in general, when the customer is supplied with many
values, s/he is confused. And sometimes, the customer does not entrust that so many values are
supplied by one company.
Another difficulty is confusion of concentration and lose of value exchange with the customer. The
problem making the action of the companies in this direction difficult is them direct toward various
values, which affects the companies negatively in brand building.
In general, we recommend the companies to choose the first 3 most appropriate ones from these
values, taking into account the desires of the customers and the strong business position of the
company. In any product the customer chooses, s/he will search for the most important values for
him/her. As little as the values that the customer attaches importance is, the powerfulness of the
values would increase.
There are situated the values of the customers based on their degrees, at one side similar to the
GE matrix, and the values situated in Ps fitting to these values and expressed rationally, at the
other side. And the direction may be determined based on the power level of both values. That is,
in order to transform the customer values into the rational values, the powerty level of the values
should be determined and rational values should be placed depending on responding capacity to
this power level. At both sides should be selected those values which have strong desire and
responding capacity. All the activities of a brand should be set up on the basis of these values.

6. Below is provided a matrix showing the Importance Levels of the Customer Values and a Brand’s
Capacity to Transfer the Customer Value to the Rational Value.
High
IMPORTANCE LEVEL OF
A should be B should be May be selected
CUSTOMER VALUES
selected selected
Medium
C should be May be selected Should not be selected
selected
Low
May be selected Should not be Should not be selected
selected
Company/brand capacity to transfer customer value to rational value
Low Medium High
Şirkətin mövqeyi
As shown from the above matrix, the customer values and of capacities of companies or brands
should be high or on a level close to high. In this matrix, as if the customer value and the capacity
of the brand to accept this value – to transform it to the rational value are balanced and expediency
of selection of the most fitting three values are stated. Other three of nine values are such values
that may be selected. And the remaining three values are such values that should not be selected.
The values which are not recommended to be selected are those ones that have lower importance
than other customer values or those ones not recommended to be selected, taking into account
that the brand has a low capacity to transfer this value to the rational value, despite this value is on
the medium level.
The number of values in the value supply of companies may change. The key question is the
companies to transfer the emotional values of the customers into rational values and express it to
the customers. We can give some examples of various companies, regarding this transformation
process:
For example, BMW (Bavarian Motor Works) has accepted the values of quality, technology,
performance and exclusiveness as the brand values. We are speaking about four values here.
These values are those that the customer wants to gain. As rational forms of these values, the
quality value means durability, operation for a long time and late breakdown of the parts;
technology value means application of the latest technological devices, distinction of the car’s
technological equipment from other brand products; performance means a high speed, durability,
...; and, as exclusiveness, the company gives a message to those who feel themselves different
and exclusive that the BMW is not a car for all, but for only exclusive people. And the company
expresses it though various means in the product.

7. Value angles and general management
In general, the value angles may be applied not only to marketing, but also to general
management. For example, there may be some important values for entrepreneurs, which they
express in a rational form. For example, s/he wants to increase the profits or the market value of
his/her company. Thus, it should be transformed into the rational expression: increasing the profits
15 percent.
In fact, it is possible to include the existing Balanced Scorecard System, KPI, metrics and other
methods in the frame of the value angles. The advantage of the value angles is that it targets to
balance the values mutually and makes it easy.
Value angles and personnel management
One of the main advantages of the value angles is possibility of its application in the personnel
management effectively. That is, in this case, the emotionally expressed values of the personnel
may be expressed in a form that is rational and easy for them, as well. That is, the personnel works
at an appropriate working time and they are offered a rational 40 hours working time. The
personnel desires the working environment to be good. And s/he is provided with a work place,
equipment and sustenance based on the subvalues s/he considers important.
Namely, his/her desires are satisfied. And the personnel gains an opportunity to get information to
be able to compare it. And the importance level of the desires of the personnel should be studied
as well. It is also crucial to determine and balance the added value frame the company expects
from the personnel properly.
Madad Rustamov and JABRAYIL VALIYEV (PhD of Economy )