a formal statement of the benefits a brand delivers to consumers in the target market; generally, the entire set of qualities of a product or service that makes it capable of providing need-satisfying benefits to the consumer or user. The essence of the advertising and promotion backing the product or service.
the complete offerings of the business, designed to meet customers needs better than other choices (p. 287)
1. The unique added value an organization offers customers through their operations. 2. The logical link between action and payoff that knowledge management must create to be effective; e.g., customer intimacy, product-to-market excellence, and operational excellence [Carla O'Dell & C.Jackson Grayson].