What is the difference between proposition and positioning?

The proposition must convince people at the moment of truth to choose a brand, while the positioning determines the position the brand occupies in the customer’s mind relative to the competition.

The proposition therefore aims to make a sale, whereas the positioning must distinguish the brand as clearly as possible from the competition. They are related but at the same time completely different concepts.

Think of a high-end, luxurious brand whose product is certainly 30% more expensive than that of other brands in the same market. Buying a product from this brand carries a unique status due to the positioning, partly because of the lifetime warranty and an excellent user experience.

But suddenly you get the following offer (proposition): Today only, 50% off.

That is the difference between positioning and proposition.