What is a unique selling proposition (USP)?

A unique selling proposition (USP) refers to the distinct feature or characteristic of a product that sets it apart from its competitors in the market. It highlights what makes a product unique and valuable to customers, serving as a critical component of marketing strategy. The USP is designed to clearly convey to consumers why they should choose one product over another, emphasizing aspects such as quality, price, or specific benefits.

For example, a company might claim that their toothpaste whitens teeth faster than any other brand on the market, positioning this fact as its USP. By differentiating itself through this unique attribute, the product becomes more appealing and can effectively attract customers.

The other options do not accurately capture the essence of a USP. A popular product in the market may not necessarily have a unique selling proposition if it does not stand out from its competitors. Similarly, a method for market research involves gathering and analyzing information about consumers, while an advertising medium refers to a platform or channel through which marketing messages are delivered. These concepts, while important to marketing as a whole, do not define what gives a product its unique selling proposition.