Brand Value Proposition


The core of marketing is making a compelling promise to a target customer….and then keeping it.

A brand's value proposition is where we craft that promise. While it is the fruition of careful market analysis, customer segmentation and innovation planning developing a brand value proposition is the strategy that guides planning and execution.

In this course participants will understand what it takes to craft such a compelling promise and learn from examples and practice in how to develop one for their business. We also learn the role of brand development and how to build and leverage brand equity across multiple product value propositions.


  • What is a value proposition and why is it important?
  • What are the key characteristics of a compelling value proposition?
  • What are the inputs required to develop a value proposition?
  • How to write a value proposition statement?
  • What is the role of strategic pricing in developing a value proposition?
  • How to test value proposition statements?
  • What is the role of a brand in developing a product value proposition?
  • What is brand equity and how do we measure it?
  • How to build a long-term equity appreciation plan (LEAP)?
  • What is brand architecture and why is it important?
  • How is a brand value proposition used?
  • What are the challenges in managing international brands that are globally consistent and locally relevant?


  • An in-depth understanding of the process and toolkit to develop compelling brand value propositions.
  • A framework for generating brand value propositions for their business.

Who Should Attend

  • Product Managers
  • Marketing/Brand Managers
  • Sales/Commercial Leaders
  • Product Development Managers
  • Business/Customer (Consumer in B2C businesses) Research

Why this course is unique

  • We will customize the course content for the unique challenges and context in your business.
  • We provide a proven template with a step-by-step guide and rich examples for developing compelling brand value propositions.
  • We address issues in brand development, architecture and managing global brands in a practical, action-oriented manner with real-life examples that illustrate the tools.
  • The participants will spend up to 50% of their time in applying the concepts rather than just learning theory.

Fee and Course Length

$750/participant with a minimum class size of 25 participants. This fee structure assumes modest customization in emphasis and language. If your needs require substantial customization, we will provide a separate fee.

Course Length: 1 day