Unique Selling Point

What is a Unique Selling Point (USP)?

A unique selling point or point or proposition (USP) refers to the unique benefit exhibited by a company, product, or brand that enables it to stand out from competitors. The unique selling point or proposition must be a feature that highlights product benefits that are meaningful to consumers. USP focuses on explicit claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use.

The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand and strong enough to attract new customers and potential customers.

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