Unique Selling Proposition (USP)

Definition of Unique Selling Proposition (USP)

The distinct feature or benefit that sets a product or service apart from its competitors.

Explanation of Unique Selling Proposition (USP)

Unique Selling Proposition (USP) is a distinct feature or benefit that sets a product or service apart from its competitors. The USP highlights what makes the offering unique and why customers should choose it over others. It is a key element of a brand’s marketing strategy and messaging, helping to differentiate the product in a crowded market. A strong USP addresses a specific need or problem of the target audience and communicates the value clearly and compellingly. Developing a USP involves understanding the competitive landscape, identifying the unique strengths of the product or service, and aligning them with customer needs and preferences. By consistently promoting the USP across marketing channels, businesses can create a memorable and persuasive brand identity. A well-defined USP can drive customer interest, loyalty, and sales, providing a competitive advantage.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.