Customer Value Propositioning is basic to marketing strategy along with value delivery. The constructs of customer value, monetary value and customer value proposition (CVP) is examined. The linkages of customer value proposition are next examined that includes positioning, brand identity, core competencies / competitive advantages, firm value proposition, vision and objectives and supply chains. Issues in formulating a customer value proposition for a brand is laid out that include empirical study of the customer value proposition concepts. The paper concludes with the implication of customer value propositions in marketing strategies of brands.