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Constructing brand value proposition statements: a systematic literature review

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Abstract

This study examines the state of communicating the brand value proposition via a systematic literature review from research published in marketing journals from 1996 to 2015. A sample of 56 articles from high-quality marketing journals examines the components of the brand value proposition statement, applicable theories, and descriptive findings. There has been an increased interest in the research on brand value propositions as value creation becomes more customer-focused and value-based selling becomes more pervasive. This exploratory study suggests an ongoing need for examining the effectiveness of types of brand value propositions in terms of both the managerial process in which they are constructed as well as the precision of such brand promises on customer understanding. The paper concludes with a suggestion for more robust empirical research on the construction and deconstruction of brand value propositions, a need for more managerially focused research, and a future research that examines the under-researched area of how value propositions are effectively communicated on branded websites.

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  1. School of Business Administration, Stetson University, DeLand, FL, USA

    Deborah Goldring

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  1. Deborah Goldring
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Correspondence to Deborah Goldring.

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Goldring, D. Constructing brand value proposition statements: a systematic literature review. J Market Anal 5, 57–67 (2017). https://doi.org/10.1057/s41270-017-0014-6

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