Brand Value Proposition
The bottom line is that unless the role of a brand is simply to support other brands by providing credibility, the brand identity needs to provide a value proposition to the customer. What is a brand value proposition? Brand value proposition is a statement of functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer. An effective brand  value proposition should lead to a brandâcustomer relationship and drive purchase decisions. The central concepts of functional, emotional, and self-expressive benefits of brand  value proposition  are explained below. 1. Functional Benefits The most visible and common basis for a brand value proposition is a func Âtional benefitâthat is, a benefit based on a product attribute that provides Continue reading