In marketing and sales psychology, the term USP (unique selling proposition) refers to the unique features that differentiate a product, a business, a brand or a destination from other offers on the market. It can consist of exclusive design, technical innovations, special product features, or a unique service and justifies the prices that are charged. Key factors are profitability, authenticity, and target group orientation. USPs distinguish a business from its competitors and thus strengthen its market position. It is essential to define and leverage USPs since they form the basis of a successful marketing strategy.