Unique selling proposition

The term Unique Selling Proposition was coined around 1940 by the American advertising specialist Rosser Reeves. He said: “It has to be a claim that the competition cannot or cannot make. It must be unique, must either contain something unique in the brand itself or something that is not claimed anywhere in the advertising in this particular area. "

It is therefore a unique sales advantage through which a product or the entire range of services of a company becomes unmistakable and is therefore difficult to replace with competing products (unique selling points, unique and top position advertising).

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