This work analyses the relationship between personal consumer values and the tendency to use the brand name (TBN) in consumption decisions. We hypothesized that TBN is influenced by consumer values and that there are differences between countries. Although Brand name (BN) is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey asked two samples in Spain and Russia (nSpain=321; nRussia=375) was carried out and have used the Portrait Values Survey and TBN scale. Our results show that nine of eleven values have significant effect on the TBN. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low TBN. Some personal values are antecedents of TBN –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.