The phrase "brand proposition" is correct and usable in written English.
It is typically used in marketing and business contexts to describe the unique value or benefit that a brand offers to its customers.
Example: "Our brand proposition focuses on sustainability and quality, appealing to environmentally conscious consumers."
Alternatives: "brand promise" or "value proposition."
Mr. Raj, who is not involved in the Haute Spot, suggested that publications should "basically get people wedded to the brand proposition for the long term".
He adds that the reason a business such as Caffix failed was because the brand proposition, while initially attractive, missed the point.
The goal is to determine if "there is something still within the brand proposition that can resonate with today's consumers," says Rick Cutler, director for marketing at Idelle in Danbury, Conn.
Greg Portell, a partner of A.T. Kearney, a global management consulting firm, said that could detract from Apple's brand proposition of being a provider of easy-to-use products that all work together seamlessly.
"In a business where content is king, that is a huge endorsement — and no question that Tyler Perry and Oprah Winfrey make a pretty powerful consumer and brand proposition".
"We need a strong national brand proposition, because when international students are choosing a university, they look at the country first, the kind of institution second and the kind of program third".
The transformation they've gone through is from being a company that was trying to grow on many fronts to a company that has narrowed down to build on its core brand propositions.
But Qualcomm, you've got a pretty solid branding proposition in the Snapdragon name on the high end.
The recruitment of donors is becoming increasingly competitive but the key for us was finding a channel that suited our brand and proposition to recruit more donors.
I understand this to mean focusing on the geographies the startup is already seeing success, rather than necessarily expanding into new countries, and ensuring that more consumers in those locations are aware of Jinn's brand and proposition.
Such a partial view of the user does not lend itself to highly targeted 'interest-based advertising' — so Hulbee is also focusing on touting a brand-building proposition to advertisers (hence the Coca-Cola graphic in the word cloud, above right).
