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).

Special Interest Group - Unique Selling Proposition

Special Interest Group (12 members)

Forum - Unique Selling Proposition  

In the forum section you will find recent discussions within this knowledge area.

Best Practices - Unique Selling Proposition

In the best practices section you will find the best forum discussions within this knowledge area.

Expert Tips - Unique Selling Proposition

In the expert tips section you will find advices from experts within this knowledge area.

Resources - Unique Selling Proposition

In the Resources section you will find powerpoint presentations, micro-learning videos, articles, news items, etc. within this knowledge area.


News about Unique Selling Proposition


Videos about Unique Selling Proposition


Presentations about Unique Selling Proposition


Books about Unique Selling Proposition


More about Unique Selling Proposition


Compare also: Positioning  |  Value Proposition

Special Interest Group Leader

You here? Sign up for free


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
2019 12manage - The Executive Fast Track. V15.0 - Last updated: 23-5-2019. All names of their owners.