UNIQUE SELLING POINT (USP) IN ADVERTISING

Abstract

In marketing, USP (unique selling proposition) or UVP (unique value proposition) refers to the unique feature of a brand or product that makes it better than its competitors. It is a marketing strategy that tells customers why they should choose this particular product or service. This kind of strategy was first used in some successful advertising campaigns in the 1940s. The term “USP” was coined by Rosser Reeves, a well-known name in the world of television advertising. Theodore Levitt, a professor at Harvard Business School, said that “differentiating your brand is an important strategic step that companies must constantly adopt.