> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-strategy/value-proposition-s.md).

# Value Proposition(s)

The decisions that define the value a brand and its products or services create, and why that value matters to the people it is designed for.