From USP theory to UVP Theory: Product function Marketing to brand value marketing

Tags: USP theory UVP competitive Brand competition http://www.aliyun.com/zixun/aggregation/12972.html "> brand value proposition Cao Fang Hua finance the early 1950s Rosser Reves (Rosser Reeves) proposes a USP theory that requires advertising campaigns to provide consumers with a "unique sales proposition" (unique Selling proposition), referred to as USP theory.
The USP theory includes three aspects:


One, each advertisement not only depends on the text or the image, but also to the consumer puts forward a suggestion, namely buys this product to obtain the clear benefit, is the product function satisfies.


Second, this interest must be unique to the brand, is a competitive brand can not be proposed or not;


Third, this benefit must have enough strength to attract, move the broad masses of consumers, to attract new customers to buy your things.


In the 1954, Reves for m&m chocolate "only dissolve in the mouth, insoluble in the hand" advertising creativity is a model of USP theory. The USP theory, which is based on reliable information from Baidu, is: In 1961, Rosser Reves's "effective advertising" was published and his famous USP theory was formally presented in this book. Its theoretical points are three: 1. An advertisement must clearly state a consumer proposition to the consumer; 2. This proposition must be unique, or other similar product propaganda has not been proposed or performed; 3. This proposition must be of great appeal and motivation to consumers. March 28, 2008, Cao Fanghua (FUN), a 2006-level advertising and brand master of Journalism and Communication College, Xiamen University, China, proposed UVP theory. UVP theory requires that brand movement must provide consumers with a "unique value proposition" (unique proposition), referred to as UVP theory. UVP theory includes three aspects: first, each brand campaign not only to carry out the brand communication, but to provide consumers with a clear brand value, that is, the brand and other brands of homogeneous products value difference. Second, this value must be based on the product's unique connotation and brand culture, with unique exclusivity and exclusivity, which will help to create market compartments and establish brand individuality. Finally, this value is based on the consumer's psychological needs to grasp the consumer must have a certain appeal, to meet the consumer's spiritual level of satisfaction. (In my other articles, the core value of the brand is the product to meet consumer functional needs on the basis of the spirit of consumer satisfaction) on the evening of March 28, 2008, Cao Fanghua in Xiamen University Library put forward such a nonsense theory, is purely theoretical, But Cao Fanghua that in the marketing environment of commodity homogeneity, the competition of the product level is not enough to build the brand competition barrier, only the brand idea, the brand value level competition can help to establish the brand partition, is the product to shake off the homogeneity competition whirlpool. This theory has not been published through any traditional media, the practical guiding significance of this theory needs to be validated, Cao Fanghua hope to have the opportunity to discuss and improve. Article references from: