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What Is Unique Selling Proposition
Posted By: KMKAM on 11/1/2005 9:47 PM (CST)	50 Points
What is Unique Selling Proposition and Unique Value Proposition

Posted by: haripuram	Member Response
11/2/2005 4:42 AM (CST)
Unique Selling Proposition is a theme developed to inject a personality into a brand. It could be the main benefit from the brand. It is a plan to create perception in the mind of consumer. A shampoo may have USP of cleaning the hair, or clearing the dandruff.

Posted by: jlevin	Accepted Answer
11/2/2005 9:54 AM (CST)
KMKAN - Another major aspect of a USP (unique selling proposition) is that it is something distinct that gives you a competitive advantage. You may sell a soft drink which has the benefit of great taste, but if you competitors offer this as well, it's not so unique.

Posted by: Peter Hobday	Member Response
11/5/2005 3:09 AM (CST)
None of those are really USPs. Your USP must be unique or it isn't a USP. Cleaning hair and clearing dandruff are common features of shampoo so don't qualify. If it was a shampoo that made straight hair curly - now that would be a USP. A soft drink with a great taste doesn't qualify either. A soft drink that contained all your daily vitamins or minerals -- now that would be a USP. Peter Hobday

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