In a previous post, we reported findings from a study in which we had adapted Haidt’s Moral Foundation theory to measure the moral and ethical values of a brand. Using Jonathan Haidt’s framework for measuring what he calls people’s “Moral Foundations” we created a methodology that successfully was able to do the same for brands; our findings, about the relevance of different moral values of brands to political conservatives and liberals, closely converge on Haidt’s measurement of people’s values. In this post, we show that moral values are related to many conventional brand attitudes and attributes. This means that moral values can impact the value of a brand and its branded business. Specifically, we show the progressive and hierarchical nature of Moral Foundations’ influence on brand development.