Editing Unique selling proposition (section)

{{Short description|Individual claim that differentiates a product or service}}
In [[marketing]], the '''unique selling proposition''' ('''USP'''), also called the '''unique selling point''' or the '''unique value proposition''' ('''UVP''') in the [[Business Model Canvas|business model canvas]], is the [[marketing strategy]] of informing [[customer]]s about how one's own [[brand]] or [[Product (business)|product]] is superior to its [[Competition|competitor]]s (in addition to its other [[Value proposition|values]]).<ref name="Hindle_Page_197">{{cite book |last1=Hindle |first1=Tim |title=Guide to Management Ideas and Gurus |date=2008 |publisher=Profile Books |location=London |isbn=9781846681080 |page=197 |url=https://books.google.com/books?id=-K_wp74bK3sC&pg=PA197 |access-date=28 January 2023}}</ref> 

This strategy was used in successful [[advertising campaign]]s of the early 1940s. The term was coined by [[Rosser Reeves]], a [[television advertising]] pioneer of [[Ted Bates (advertising firm)|Ted Bates & Company]]. [[Theodore Levitt]], a professor at [[Harvard Business School]], suggested that, "differentiation is one of the most important strategic and tactical activities in which companies must constantly engage."<ref>{{cite book|last=Levitt|first=Theodore|title=The marketing imagination|year=1986|publisher=Free Press|location=New York|isbn=0029191807|url=https://books.google.com/books?id=GE4PAQAAMAAJ|edition=New, expanded}}</ref> The term has been extended to cover one's "[[Personal branding|personal brand]]".<ref>{{cite journal|journal=Harvard Business Review|date=March 2011|url=http://hbr.org/2011/03/reinventing-your-personal-brand/ar/1|title=Reinventing Your Personal Brand|last1=Clark |first1=Dorie }}</ref>