As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. In order to achieve knowledge in this, known research in the field of brand management and consumer behaviour will be used in the theoretical framework. The study will contain a semi-quantitative method, using a digital-based survey to reach the sample group. Through using a semi-quantitative method, both methods advantages might be used: the quantitative advantages of distribution and allowance of larger sample groups and the qualitative possibilities for open comments, allowing the respondents to formulate their own answers. The data result shows that well-tried theories do apply to the sample group, with some additional factors that generate value for the consumers, for example the factors of ethics and environment are increasing in the consumers’ conscious. The findings also regard the notion of image, indicating that image is a side effect from brand characteristics, rather than a characteristic itself. Implying that other values and characteristics build the ground for creating a certain desired image.