Culture and Leadership
A unique selling proposition, or USP, is the one key element that makes one product or service better than the competition. For example, a Southwest Visa credit card offers points that can be redeemed for air travel on Southwest Airlines. No other credit card has that same unique selling proposition. This is a key element for marketers to determine and use in promotion of a product or service, since so many markets have multiple competitors and the product isn’t always incredibly unique. Fast food restaurants are a good example. There are dozens of them, but Burger King found its USP when it created the tagline “Have it your way” playing up burger customization, which is something the competition either didn’t offer, or didn’t promote as an option.