We all know that from a marketing perspective, financial services fall within the category of intangibles. According to Webster, an intangible is something that is “incapable of being touched.” That's ...

Trust is critical when marketing and selling intangibles. We can’t handle or touch everything we buy. Intangible products and services — like consulting services, Software-as-a-Service (SaaS) and ...

Brand management is a function of marketing that employs techniques to increase the perceived value of a product or brand A brand manager's job is to manage the tangible and intangible attributes of ...

Though academics and marketing research practitioners routinely investigate consumer needs and brand/product perceptions using some variant of "attribute/benefit" research (cf. Haley, 1968; Hossain et ...