A value proposition is a promise of value to be delivered and a belief from the customer that value will be experienced.Developing a value proposition is based on a review and analysis of the benefits, cost and value that an organization can deliver to its customers, prospective customers, and other constituent group within and outside the organization.
A brand is not equal to the products. Products are what the factories are producing, but brand is what the consumers are buying. The existence of a brand must be followed by the products, however, the products might not be accompanied by the brand. For example, Coca Cola. What kind of brand is it? What is the core value of the brand? Apparently, it is not a product without a brand. Many new drinks are taking the leading role of the second and third level of the beverage market together. For instance, Pepsi is attracting teenagers by offering the title of “new choice”. Facing the competitive market, Coca Cola brought out the idea “happy”, and made many slogan to reveal their core value—happy, which is correspond with the need of happy for the customers.