The non-functional value of a product is determined by evaluation. It requires setting a standard for what has none, and winning enough recognition for that standard.
Influence the group by various means, steadily achieving and accumulating a certain "consensus of value." This consensus crystallizes around a certain "mark," called a brand.
Once this "consensus of value" is secured, you can use the group that holds it to persuade those who do not—convincing them that this brand holds precisely this much value.