When one thinks about a company or business, all things visible (eg. logo, billboard, print advertisement) and tangible (eg. product, store-front) tend to be the first image that comes to mind. That’s a typical response of a consumer.
Wearing your consumer hat
But as a consumer of goods and services bombarded by countless “buy me” or “use me” messages whenever we are online or out on the road, the appeal of a product and/or service often goes beyond meeting a functional need and is associated with an emotion.