What is meant by Unique Selling Proposition
- Unique Selling Proposition [USP]
alias Unique Selling Point is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s.
- USP states that such campaigns made unique propositions to the customer and that this convinced them to switch brands.
- The term 'USP' was invented by Rosser Reeves
of Ted Bates & Company.
- Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.