There are four types of customer values. The primary type is functional that generally helps in characterising the brand, product and service qualities. The second type is focused on emotions taking into account customer sentiments that are associated with the brand, product or service. The life changing customer values emphasizes the customers’ way of life being redefined by the brand, product, or service in any way whereas the social impact values map the shift in attention from the customer to the society and role that the brand, product, or service plays in transforming their lives.