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The feature, benefit, or other advantage that makes your product different and better than your competitors’ product. The USP can be the popularity of the brand (e.g. Coca-Cola) or superiority of design, or function (e.g. Apple computers). The concept was most famously articulated by Rosser Reeves in his book, Reality in Advertising. He notes the USP has to be a significant benefit that other products do not have, not a minor point of difference; so powerful, which it can motivate large numbers of consumers to try the product.

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1000+ essential modern marketing concepts - combination of traditional offline marketing (branding, pricing, the 4Ps, etc)  and digital marketing concepts (web, social media, search, etc)

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1. The feature, benefit, or other advantage that makes your product different and better than your competitors’ product. The USP can be the popularity of the brand (e.g. Coca-Cola) or superiority of design, or function (e.g. Apple computers). The concept was most famously articulated by Rosser Reeves in his book, Reality in Advertising. He notes the USP has to be a significant benefit that other products do not have, not a minor point of difference; so powerful, which it can motivate large numbers of consumers to try the product.





 
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