HomeInsights & ResourcesBrand TermsU A compilation of brand terms that start with the letter U.UllageThe unfilled air space at the top of a package, which in the case of bottled liquids, is essential to allow expansion of the contents as temperatures change. Ultra Premium BrandA brand respected as being exclusive, elite and/or otherwise catering to a wealthy clientele. See: Mainstream Brand, Premium Brand, Ultra Premium Brand, Ultra Value Brand, Value Brand Ultra Value BrandA brand that leverages a reduced price point as its point of difference. See: Mainstream Brand, Premium Brand, Ultra Premium Brand, Ultra Value Brand, Value Brand Umbrella Brand See: Endorsement Brand, Umbrella Brand Unique Selling PropositionParticular quality, feature or other tangible benefit of an offering which a competitor's product, although similar, cannot, does not or will not offer; commonly referred to as USP. See: Brand Positioning Statement, Unique Selling Proposition Up MarketA brand developed to appeal to affluent consumers. See: Down Market, Up Market UtilityThe ability of an offering to satisfy a consumer need.