A good way to think about the firm’s value proposition is consider what is different and beneficial about the firm’s (or brand’s) offering/s in the marketplace.
Over time, firms/brands will develop and enhance multiple offerings for their target markets. If consumers perceive that the firm/brand offers good value then they are more likely to become and remain customers.
As a simple definition, the brand’s value proposition is:
The overall package of perceived value (that is, key benefits less costs) offered by the brand.