The theory of "unique sales advice" (USP theory) is widely used. Rozel's USP strategy? USP theory was put forward by Reeves in 1950s, which emphasized the special effects and benefits of products. Reeves' proposition has strong sales power when competitors can't put forward it. Starting from the product itself, develop a functional "complaint point" as a connection point with consumers, so that consumers can really feel the benefits of the product. [3] As a follower of USP strategy, Procter & Gamble has effectively adhered to this strategy for a long time. Soft "shampoo and hair care in one"; Head & Shoulders' dandruff removal, Pan Ting's hair care experts, Sassoon's professional hairdressing products, Shufujia's sterilization and long-term inhibition of bacterial regeneration, and Bilang's strong decontamination have all promised important benefits to consumers and won their recognition.

Interest appeal is to deduce the concept from the efficacy of the brand; Emotional appeal derives the concept from the emotional connection with consumers. Procter & Gamble's advertising appeals pay great attention to interests, such as "Crest" and the National Dental Prevention Group to promote the concept of "root moth prevention" to prevent and protect teeth; "Shufujia" and the concept of "health, sterilization and skin care" advocated by Chinese Medical Association; Shampoo's concept of "dandruff removal, health and softness" and so on. This is all the interests of the brand. In addition, the brand of P&G has also strengthened its emotional appeal. For example, in the past two years, Rejoice has played a banner of self-confidence. From flirtatious quarrels, flirtatious teachers to flirtatious command articles, flirtatious advertisements all take self-confidence as the brand's appeal point. In addition, Rejoice has successively launched a series of activities, such as Rejoice Self-confidence College, Multiple Challenges, Equal Self-confidence, Newcomers in the Workplace, and Speaking Your Self-confidence, which fully explained the concept of self-confidence. Through the organic combination of interest appeal and emotional appeal, the cultural connotation of the brand has been greatly enhanced.

The brand strategy of Procter & Gamble not only makes the company have a good image and high reputation in the society, but also cultivates a large number of loyal customers, obtains high customer satisfaction and wins a competitive advantage for the company's sustainable development.