A Corporate brand will work best when it delivers a functional benefit. The benefit could be based on its strategy. Dell, with its direct model, generated explicit benefits that included customization and access to the latest technology. UPS, with its focus on service and systems, provided a value to anyone that needed to improve or outsource part of its logistics. It can also be based on other elements of the corporate brand, such as its values. Nordstrom’s concern for its customers of the corporate provides a functional benefit to shoppers, who can be assured of a good experience. A firm with a reputation for high product quality provides an assurance against unpleasant customer experiences.