value is a simple word with a complex meaning. value is defined in the mind of the customer.Yet value is neither a constant nor even a consistent impression. value depends both on situation and context.A customers perception of value can and usually does change with time and circumstances, often unpredictably.Certain attributes of a product or service may be valued while others are not some features may be valued negatively.Alternatives affect value perception, and choices are constantly expanding.Changing needs constantly change too. In spite of the volatility of values meaning, most of the time people form relatively stable perceptions of a brands image, reputation, and value promise. Brand marketings role is to bring the two together.