The benefit to a customer a product or service offers that is distinctive to that product or service. On a general level, there are three basic principles to the concept of achieving a USP: Firstly, that an advertisement for a product must offer a exclusive benefit to the customer. Secondly, the benefit must be individual to the advertised brand and finally the benefit must be convincing enough to lure customers toward the brand.

See also:
Brand image
Brand reinforcement