Product management glosary

Unique Selling Proposition (USP)

What is Unique Selling Proposition (USP)?

Unique Selling Proposition (USP) is a marketing concept that refers to the unique benefit or advantage that a product or service offers to its customers. It is a statement that defines what sets a product or service apart from its competitors and why customers should choose it over other options in the market.

Why is USP important?

Having a clear and compelling USP is essential for any business that wants to succeed in a competitive market. It helps to differentiate a product or service from its competitors and communicate its value to potential customers. A strong USP can also help to build brand awareness and loyalty, as customers are more likely to remember and recommend a product or service that offers a unique benefit.

How to develop a USP?

Developing a USP requires a deep understanding of the target market and the needs and preferences of potential customers. Here are some steps to follow:

  1. Identify the target market: Determine who the product or service is intended for and what their needs and preferences are.
  2. Analyze the competition: Research the competitors in the market and identify their strengths and weaknesses.
  3. Identify the unique benefit: Determine what unique benefit the product or service offers that sets it apart from its competitors.
  4. Create a statement: Develop a clear and concise statement that communicates the unique benefit to potential customers.
  5. Test and refine: Test the USP with potential customers and refine it based on their feedback.

Examples of USP

Here are some examples of well-known USPs:

  • Apple: "Think Different"
  • Nike: "Just Do It"
  • Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free."
  • Amazon: "Earth's Biggest Selection"

These USPs clearly communicate the unique benefit that each brand offers to its customers and help to differentiate them from their competitors.


A Unique Selling Proposition (USP) is a powerful marketing tool that can help businesses to stand out in a crowded market. By identifying and communicating a unique benefit to potential customers, businesses can build brand awareness, loyalty, and ultimately, drive sales. Developing a strong USP requires a deep understanding of the target market and the competition, as well as testing and refining the statement based on customer feedback.