Unique Selling Proposition

Knowledge Center


Description of Unique Selling Proposition. Explanation.




Definition Unique Selling Proposition. Description.

Unique Selling Proposition is a marketing concept stating that an advertisement should offer the consumer a logical reason to buy a product; why he should buy from your firm and not from the competition. The unique benefits that your products or services offer to consumers.

There are three principles underlying the USP concept:

  1. Each advertisement or commercial must offer a special benefit to the consumer.

  2. The benefit must be unique to the advertised brand.

  3. The benefit must be strong enough to pull consumers to the brand.

A well-chosen USP builds on the Competitive Advantage of a company. Firms must identify what makes their products different from those of their competitors and emphasize these advantages in their marketing. The USP concept was pioneered in the book "Reality in Advertising" by Rosser Reeves (1961).

Unique Selling Proposition Forum

Unique Selling Proposition Special Interest Group

Special Interest Group


Best Practices - Unique Selling Proposition Premium

Expert Tips - Unique Selling Proposition Premium

Resources - Unique Selling Proposition Premium

News about Unique Selling PropositionSign up


Videos about Unique Selling PropositionSign up


Presentations about Unique Selling PropositionSign up


Books about Unique Selling PropositionSign up


More about Unique Selling PropositionSign up


Compare also: Positioning  |  Value Proposition

Special Interest Group Leader

You here


Return to Management Hub: Marketing

More on Management  |  Return to Management Dictionary  | 


This ends our Unique Selling Proposition summary and forum.

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2018 12manage - The Executive Fast Track. V14.1 - Last updated: 21-9-2018. All names of their owners.