What is unique selling point (USP)? - Definition from WhatIs.com


unique selling point (USP)

Part of the Business terms glossary:

A unique selling proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. A USP could be thought of as “what you have that competitors don’t.”

A successful USP promises a clearly articulated benefit to consumers, offers them something that competitive products can’t or don’t offer, and is compelling enough to attract new customers.

Here are a few famous examples of USPs:

  • Avis’ “We’re only number two. We try harder” campaign.
  • Domino’s “30 minutes or it’s free” promise.
  • FedEx’s “When it absolutely, positively has to be there overnight.”
  • Southwest’s claim to be the lowest-priced airline.

A USP is sometimes formally expressed in a positioning statement.

This was last updated in June 2013
Contributor(s): Ivy Wigmore
Posted by: Margaret Rouse

Related Terms


  • brand ambassador

    - A brand ambassador is a champion of a company's products and services, though this person often isn't a company employee. (SearchCRM.com)

  • gig economy

    - The gig economy is a business environment in which temporary positions are common and organizations contract with independent workers for short-term engagements. (WhatIs.com)

  • holding company

    - A holding company is a business that exists for the purpose of owning other companies and typically does not produce goods or offer services other than through its subsidiaries. (WhatIs.com)


  • Business terms

    - Terms related to business, including definitions about project management and words and phrases about human resources, finance and vertical industries.

  • Internet applications

    - This WhatIs.com glossary contains terms related to Internet applications, including definitions about Software as a Service (SaaS) delivery models and words and phrases about web sites, e-commerce ...

Ask a Question About unique selling point (USP)Powered by ITKnowledgeExchange.com

Get answers from your peers on your most technical challenges

Tech TalkComment



    Contribute to the conversation

    All fields are required. Comments will appear at the bottom of the article.