Strong brands convey clear concise benefits or promises; I agree that is is best to focus on one or two key core promises to ensure that consumers properly register and associate the product/service/business with its desired benefit's association.  

I disagree with Abigail's statement above: "Branding is all about value."  Branding is NOT necessarily about value, unless you are specifically positioning your particular brand for it; many brands would never consider "value" or its association with "value" as an objective or desired association.  Brands like Armani, Gucci, Starbucks, Morton's or Ruth Chris would not list "value" as a focused priority.  

Yes, branding is about loyalty and retention - key desired brand objectives, but many brands try to convey a sophisticated image that shuns "value".