“In a transparent world, brands are judged not only by what they sell but how they behave.”
— (Gerzema & Lebar, 2008)
A shift has emerged in the relationship between brands and consumers. Today, people prefer to purchase product items not solely based on functionality, but rather with brands that resonate with their values and belief systems. In this research, we explore the impact of Universal Human Values on brand equity regarding Fast-Moving Consumer Goods, specifically focusing on toothpaste brands in Punjab and Chandigarh. Contemporary consumers are more conscious of a corporation’s business ethics and social responsibilities. Therefore, the main aim of this study is to investigate how these core values of humanity—trust, empathy, responsibility, and honesty— impact the perception of brands and the loyalty of consumers. Through an online questionnaire sent to more than 240 people, convenience sampling yielded 222 valid responses. This study focuses on four leading brands of toothpaste: Colgate (Colgate-Palmolive Company), Sensodyne (Haleon UK Trading Limited), Dabur Red (Dabur India Limited), and Dantkanti (Patanjali Ayurved). The outcome of this study revealed that UHVs such as trust, fairness, empathy and respect significantly & positively influence brand equity of 4 discussed toothpaste brands in 2 regions.