The unique selling point is an outstanding performance feature, which sets a product or service apart from its competitors, in design, marketing and selling psychology. These characteristics can be shaped functionally and/or creatively. In a successful design and development process can thereby grow veritable advantages for the customer and the corporate value. The unique selling point should be „strong in defense“, target-group oriented and economically, but also realizable in price, time and quality. A unique selling point is an individual benefit and creates in addition with other factors the brand promise.