brand glossary: brand proposition

The most inspiring and compelling information an organization can convey about its brand to its audience. The brand proposition is strong, concise, authentic and meaningful to people, and clearly outlines the benefit they get from the brand–one that no other brand can provide in the same way. It typically combines what a brand does exceptionally well, with its aspirations for the future. It is sometimes used interchangeably with brand promise, brand statement and even brand purpose.

See also: brand promise, brand positioning, brand purpose