HomeThoughts & ResourcesBrand TermsU Ullage The 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 Brand A 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 Brand A 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 Proposition Particular 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 Market A brand developed to appeal to affluent consumers. See: Down Market, Up Market Utility The ability of an offering to satisfy a consumer need.