Gartner Research

Branding and Value Proposition Primer for 2018

Published: 04 January 2018

ID: G00344127

Analyst(s): Kirsten Newbold-Knipp


Brands that outperform peers share a common set of characteristics including a focused growth strategy, strong value proposition and differentiated positioning. Our research provides marketing leaders insight, best practices and advice on what it takes to build and nurture a world-class brand.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How do I define and deliver against a brand strategy and architecture?
    • How do I create memorable and differentiated value propositions, messages and stories?
    • How do I turn a brand vision and strategy into action?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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