Unique Communication Proposition - When each competitor's products reach the maturity or saturation phase, they are largely interchangeable due to the similarity of their objective properties.
Since there are no longer any physical unique selling points, a psychological differentiation from the competitors must take place (ie via the subjective perception by the potential customers. A Unique Communication Proposition (UCP) is a psychological unique selling point that is created by the image profiling of the brand.
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