Key Learning Objectives

• Understand how a value proposition is linked to business strategy and brand value.
• Connect a value proposition to the market category.
• Develop actionable value propositions and use them to drive execution.
• Link the value proposition to a brand’s performance and competitive advantage, distinguishing positional vs. parity customer benefits.
• Consider competitive dynamics in developing a value proposition.
• Consider the systems nature of value propositions and understand how they are driven by-and drive-brand and category dynamics.