ABSTRACT
This chapter focuses on a process of identifying the value proposition and then using it as the center of the distribution and communication strategy for the brand. It reviews the value proposition for several well-established brands which is helpful in proceedings. An effective value proposition leads to a brand-customer relationship and drive purchase decisions. Functional benefits have to do with some tangible aspect of the brand or brand performance offered by UPS and Tide. The chapter reviews the six aspects of customer-brand relationship strategy development: customers, brand, competition, message content, delivery systems, and long-term relationship building. The Customer-Brand Relationship Strategy Development Form can be applied to develop a framework for creating and maintaining the customer-brand relationship, with a focus on the value proposition. The marketer's focus on SIVA (solutions, information, value, access) model that requires attention to customers, forcing evaluation of possible value propositions from a customer's viewpoint.
