<P> As described by Dr. James Blythe, the USP "contains the one feature of the product that most stands out as different from the competition, and is usually a feature that conveys unique benefits to the consumer ." Communicating the USP is a key element of branding . </P> <P> In Reality in Advertising, Reeves laments that the USP is widely misunderstood and defines it in three parts, summarized here: </P> <Ol> <Li> Each advertisement must make a proposition to the consumer--not just words, product puffery, or show - window advertising . Each advertisement must say to each reader: "Buy this product, for this specific benefit ." </Li> <Li> The proposition must be one the competition cannot or does not offer . It must be unique--either in the brand or a claim the rest of that particular advertising area does not make . </Li> <Li> The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers . </Li> </Ol> <Li> Each advertisement must make a proposition to the consumer--not just words, product puffery, or show - window advertising . Each advertisement must say to each reader: "Buy this product, for this specific benefit ." </Li>

The full positioning of a brand is called the unique selling proposition