Unique selling proposition

The Unique Selling Proposition (also Unique Selling Point or USP) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. Today, a number of businesses and corporations currently use USPs as a basis for their marketing campaigns.

Definition
In Reality in Advertising (Reeves 1961, pp. 4648) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts: 1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit." 2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. 3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

Examples
Some good current examples of products with a clear USP are:

Head & Shoulders: "You get rid of dandruff" Olay: "You get younger-looking skin"

Some unique propositions that were pioneers when they were introduced:

Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." FedEx: "When your package absolutely, positively has to get there overnight" M&M's: "Melts in your mouth, not in your hand" Wonder Bread: "Wonder Bread Helps Build Strong Bodies 12 Ways"

Point of difference
Point of difference is a term used for an outcome of product differentiation. In business economics, differentiation is seen as an important strategic move for companies to make. Because of an overwhelming variety of products and services on the market, those that stand out in some manner are better noticed by consumers. There are various (positive and negative) ways of being different compared to competitors in the same market. Differentiation is the term given to the positive way in which a company's product differs from its competitors. Points of difference (PODs) describe the individual factors of differentiation. The key points of difference of a company are synonymous with its unique selling proposition (USP) although not interchangeable, and are critical in defining its competitive advantage and branding strategy. They must be attributes or benefits that consumers strongly, uniquely, and positively associate with the company's brand; and not with any competing brand. Once points of difference have been clearly communicated to consumers, the company and its brand are set apart from its competitors. Brand loyalty depends upon the ability of the company to establish and maintain clarity of communication with the consumer regarding their brand; and to maintain and expand the points of difference that defines the brand.

Unique perceived benefit

Unique Perceived Benefit or UPB is essentially a customer-oriented product offer; the concept was originated by The Marketing Guild http://www.marketing-guild.com. Unique Selling Proposition(USP) is largely formulated from the seller's perspective. USP stems from product features. Instead of looking at the product from the seller's viewpoint, Unique Perceived Benefit (UPB) looks at the need from the customer's viewpoint. A UPB-based product offers the prospect's situation and motives much better than any list of arbitrary USP's