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The Unique Selling Proposition (USP) or unique selling proposition is a key aspect of a brand or product that sets it apart from the competition and offers clear added value for customers. A USP can relate to various elements, including quality, price, innovation, customer service or a unique feature. By clearly communicating their USP, companies can attract the interest of potential customers and strengthen brand loyalty. A clearly defined USP contributes to differentiation in the market and helps companies to achieve a sustainable competitive advantage and reach their target group effectively.


Frank Wache
Partner, Brand Strategist

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