What is Unique Selling Proposition?

This expression refers to the unique benefits or qualities that characterize a business, service, product, or brand and that make it stand out from the competition, and which can be translated into a message that becomes the central argument in favour of buying. This concept was coined by the advertising executive Rosser Reeves based on the fact that consumers tend to remember just one salient concept.

Acronym or abbreviation:
Unique Selling Proposition: USP

 
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