The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand.

The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees.

The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers.

Communication of core values via notional employees follows four steps.

First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required.

These steps are presented in “The Core Value Communication Wheel”.