Unique Selling Proposition

Knowledge Center



Summary, forum, best practices, expert tips and information sources.

 

Summary

What is a Unique Selling Proposition? Meaning.

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).


Special Interest Group

Join

Unique Selling Propositions Special Interest Group.



Special Interest Group (12 members)

Forum

New Topic

Forum about Unique Selling Propositions.


Best Practices

Sign up

The top-rated topics about Unique Selling Propositions. Here you will find the most valuable ideas and practical suggestions.


Expert Tips

Sign up

Advanced insights about Unique Selling Propositions. Here you will find professional advices by experts.


Information Sources

Sign up

Various sources of information regarding Unique Selling Propositions. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


NewsVideosPresentationsBooksMore

Compare also: Positioning  |  Value Proposition

Special Interest Group

Are you interested in Unique Selling Propositions? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this knowledge center

Copy this HTML code to your web site:

 
 

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
2021 12manage - The Executive Fast Track. V15.7 - Last updated: 22-1-2021. All names of their owners.