What is the purpose of a unique selling proposition (USP)?

A unique selling proposition (USP) serves the critical function of distinguishing a product or brand from its competitors in the marketplace. By clearly defining what makes a product unique, companies can effectively highlight the specific benefits or features that set it apart. This differentiation is essential in helping consumers understand why they should choose one product over another, particularly in crowded markets with similar offerings. A well-articulated USP resonates with the target audience and can drive purchasing decisions by emphasizing the value or advantage of the product.

The other options do not encompass the primary purpose of a USP. While lowering the price may attract consumers, it does not inherently define uniqueness. Identifying the target market is important for marketing strategies but is separate from establishing a USP. Similarly, determining a product's lifespan on shelves relates more to inventory management than to the unique attributes that a USP communicates.